Not to be compared with Virgin rail advance purchase tickets, which to get a similar price often have to be booked many weeks in advance (especially for popular days like Friday and Sunday).
The London Midland fare is a WALK UP fare and you get complete flexibility on the return journey, as long as it is off peak.
Comparable Virgin fare is £66.20, which makes the London Midland ticket 64% cheaper.
Has to be a catch? - Yes, the jouney takes 1.5 hours longer (and need to change at Stafford, with a short connection time).
But, great everyday fare if you're not in a rush. My dad who's retired uses fare all the time when we need him for last minute extended babysitting.
Perfect for anyone who needs to travel at the last minute, or needs flexibility on either (or both) outbound and return journeys.