S&K Online purchase

I recently had a bad experience with S&K Showroom. I made an online purchase for items that were on sale and after making my payment online awaited further communication on my order collection. The company came back a few days later saying the sale and pricing of the items were an error and the goods would not be delivered to me. I have sent an email to the company with no response from them except that a refund will be processed. The lack of customer service and care from the company has been extremely disappointing and upsetting. I am failing to understand how an error on the company's end needs to be at the detriment of me as a consumer.