A friend of mine posted a message on her Facebook page about a shopping experience. She went into a store and purchased more than $50 in merchandise. On her way out the door, she saw a poster that said customers would get a free tee shirt with purchases over $50. So, not surprisingly, she went back into the store and asked for the tee shirt, but was told that they were out of stock.
Her Facebook post included a sad face and a message to her many friends about her negative experience with the store. So, while the store intended the promotion to generate good will, mishandling the promotion caused it to backfire.
Some lessons:
- The Internet can make a bad customer experience a very public event
- Make sure that promotional material clearly communicates the terms of the offer ("while supplies last")
The really simple lesson: Store personnel need to pay attention to what's going on in the store. When the tee shirts were out of stock, it would have been very easy to take the sign down.
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