Advice please on faulty printed goods

[nonetooshoddy]

Please could anyone with better knowledge of consumer rights than me be kind enough to provide a bit of advice?

I purchased online a printed item, photographic and personalised, which arrived with a massive printing error (fault lying with the printing not my uploaded image). I complained with photos of the object, online retailer accepted responsibility and offered a replacement. I was happy with this.

Replacement duly arrived printed correctly but with a deep scratch across the front. It is noticeable and unacceptable, their quality control should have picked it up. I complained again (always in writing), and asked for a refund.

I received this response:
Hi there,

Thank you for your message.

I do understand your point and I am extremely sorry for the trouble however, we will be unable to refund the full amount as we have already reprinted for you without any cost, so it will be a total loss however, as we also wants to get it resolved for you, I can refund 30% of the product cost or if you wish to get a voucher then I can share a voucher of 35% of the product cost without any expiry date that you can use on any of your future orders.

Once again, I apologize for the inconvenience and I hope you are understand our situation as well.

I find this completely unacceptable - it is not my fault that they are so incompetent, they have to accept their loss surely? I have been ordering from the website for years and this is the first time I have had a problem. They have definitely lost my future custom.

Any advice on what my next step should be please? I would be extremely grateful, thanks!

The retailer is wrong. They are required by law to provide a full refund. Th fact it will be a total loss for them is their problem, not yours.

Your next step is to send them a letter before action pointing out that, under the Consumer Rights Act, you are exercising the final right to reject as the replacement they have supplied still does not conform to the contract and are entitled to a full refund. You should include any documents you would rely on to make your claim and give them a reasonable deadline to pay. You should state that you will take legal action without further notice if they fail to respond by the deadline. If they do indeed fail to respond you can lodge a claim in the small claims court.

@prh47bridge as usual you are an absolute star, thank you so much for your expert advice, which I shall be following. Greatly appreciate you taking the time to help!