Final Score Win-Win

On-line shopping, a dream come true for working mothers who don’t have time to shop in brick and mortar stores. My first step for many retail transactions is to search on-line to determine if I can make my purchase there. If not, to find the closest store. Lately, I’ve received promotional offers via email for an added discount if I shop on-line or use a particular credit card - Interactive Marketing Bonus! It’s a Win-Win for everyone.

I take advantage of these offers when I can. An added plus, I forward the email to my family and friends who might be interested in the discount, store, promotion, or whatever (this makes sense to those who know that my Master’s thesis discussed how Email can be used as an effective form of word-of-mouth advertising). The next step is to visit the website. This shopping experience likened to visiting a physical store.

Many times have I been disappointed in what I find there. The site, often poorly designed, the item not found, not available, the discount not met as advertised, the information, confusing and poorly communicated or the shipping rate, exorbitant. Would you be willing to tolerate these conditions in the actual store? I won’t. I had two on-line shopping experiences recently with well known brands, one an airline, the other a high-end clothing store.

The airline emailed me with a low fare to a city to which I would like to fly. I went to the site. I completed my search using the dates that fell within the promotional timeframe. No matter how I configured my trip, there were NO fares even close to the advertised. The lowest fare I found was three times more! I double checked my email. It was my interpretation of the information that was incorrect. It did not mean enough to me to phone or continue checking on the site. I was “just looking.” I left. No win for me, now. No win for them, yet.

The high-end clothing store was one that I used to frequent. My interest in them had dwindled over the years as other stores drew me in more. Therefore, when I received an email advertising a large discount available for using their card - score! By the way, I also received a card in the mail - and a catalog. They were spending a lot of money on their individual shoppers. I actually needed an item that they sell - so how could I possibly resist all of this attention.

I went to the site. I quickly found the item and upon check-out was given an unexpected discount. It merely stated, discount. No explanation. It was not the expected reduction and I assumed either the item was on sale or it was a bonus discount for on-line shopping. What else was I to do but go back and buy another? I entered my card information. The screen displayed an explanation, although not seen here, in my confirmation email the advertised discount will appear. Cool, further validating my assumption.

My confirmation email came. The amounts all differed from my screen displayed “check-out invoice.” No additional card savings, my unexplained mystery discount JUST disappeared! Now what? If I had been in the store, I would simply inquire with the salesperson. I phoned. They unsatisfactorily explained the discrepancy, but if I felt strongly to send a picture of the wording on my checkout-screen and they would investigate. I did. They did not. This became my on-line shopping customer service nightmare when the charge I expected from the on-screen invoice did not match the confirmation email I received.

A phone call and series of emails never got my point across. It became apparent that they had failed to understand the (my) issue. No one can explain why the website either doesn’t explain what the mystery discount is, that it is a portion of the advertised reduction or just removes it - it’s confusing. It’s misleading. It made me increase my purchase. Bait and Switch, not quite, but misleading no doubt. They failed to treat me as the individual they courted and recognize my unique buying experience. Others may experience the same. I canceled my order. I canceled my account. I had my name removed from their mailing list. I really did want the item, but I can get it elsewhere. Working Mothers don’t have time for this.

Well, I’m happy to report, kudos to the retailer! A Customer Service supervisor contacted me via telephone. Listened to my complaint and agreed that it was a problem. They even went further to waive the shipping fee as a courtesy. I thanked them, said it wasn’t necessary as the call and acknowledgement was more than sufficient to cover the misunderstanding. This particular retailer took the time to understand that on-line shopping is and should be an individual shopping experience, the same as a brick-and-mortar visit. They listened! I’m glad that they did.

Through their personal contact, they won me back. My husband is relieved as it is his favorite retailer and he was very concerned that he wouldn’t be able to shop them, store, catalog or on-line. In the end, they came through and did treat me as the individual they courted. I received my order. I kept my account. I will definitely give them the benefit of the doubt and shop there again. The final score; win-win. If you find yourself in situations that fall short of your expectations, speak up! Working Mothers have time for this.