Just bought my ticket for today online. I normally use a ST.

Good that I got an email straight away with a barcode, rather than having to go the ticket office.

Not sure if this happens normally but the easier it is to get a ticket the more walk up crowds we’ll get

The auto renewals benefit the club, getting money into the coffers as early as possible. The customer gets the benefit of cheaper price. It’s similar to getting cheaper car insurance for paying the full amount rather than spreading the cost.

I didn't have time or the inclination if I'm honest to reply earlier (edit- just re read this and realised it may look like I'm meaning to yourself. when I say about not replying, should have said and meant about replying to the post you replied to. So i meant im agreeing with you).
You've just about scraped the surface of why they're wrong

Imagine saying you can pay in February the same price as someone who paid in August
Imagine not knowing in February what your income is for 2023 and yet fans want signings and the club to pay max salary cap, buy players, and yet the club have no idea what their income is for 2023

Auto renewal etc is a DISCOUNT
For paying early, for putting your money up front

We can go around this a million times

The prices at Wigan are favourable to other clubs in the vast majority of categories and instances

Why do other clubs charge what they do? Why do they offer Discounts for early purchase and payment? Note - DISCOUNT
If things are so poor pricing wise at Wigan, why are crowds still comparably good, and why are other clubs charging more?

And
And I have to admit I'm not 100% on this
But been told today that if you buy an auto renewal package this season you are entitled to the discount from year 1??
May be wrong on that

Why did your mate not buy at early bird price?
Why did he not take up the finance options?

Why not call all tickets early bird/auto renewal price as you suggest, and then find out at last-minute that half your fans don't buy them and end up with less income, last minute? What impact will that have on the club?
Why not consider that that the correct price is the price for a ST and the early bird/auto renewal is a DISCOUNT
Because the second you count the early bird price as the standard price, someone will be looking for a discount on that price as well, and then it'd a race to the bottom.

I've seen this mentioned a couple of times last few days but not seen a link, is there an article where this was stated? Cheers.

Yeah they were doing this last season, I managed to quickly buy a ticket online against Saints at home (where we won), I was working and didn't think I'd make the match but for a stroke of pure luck (and a speedy drive home from Liverpool) I made it to the game with ten minutes to kick off. I must admit I was well impressed.

It was from the media day I think. I saw it in what seemed to be one of the Loch Lomond Legends interviews that was done for the media guys in attendance and Rads interviewed him. It’s on Wigan TV now.

That's true. I signed up this year for the first time and got the discount.

There you go
Sign up for Auto renewal and get the discount in year 1, even better deal than I thought.

The basic premise was sign up to the early bird offer and always receive the best price for your season ticket. As you mention start changing eligibility criteria to claw back lapsed fans and no one will sign up early in case a better deal pops up.

Absolutely, and as you and others have said, the early bird prices are available to everyone.

I can't believe that the idea that someone that was a customer the year before getting a better price than someone that wasn't causes so much confusion/annoyance. It's literally the same in 99.9% of businesses. I can buy a number of things in Tesco for less than someone else can. Absolute scandal!!!!