Executional excellence sets standard

Share this article:
Carol Krol, editor in chief, Direct Marketing News
Carol Krol, editor in chief, Direct Marketing News

The news grabbing headlines this month was eBay's $2.4 billion acquisition of e-commerce services giant GSI Commerce, its bid to take on industry leader Amazon.com. You'll find our own analysis here. E-commerce remains at the forefront of marketing conversations as merchants such as Macy's refine digital storefronts to engage savvy shoppers, and Google rolls out its +1 tool that augments recommendation aspects of search. 


Alex Tosolini, VP of global e-business for Procter & Gamble (P&G), spoke at the Bazaarvoice Social Commerce Summit last month about how technology brings P&G closer to customers. He referenced the Old Spice "Smell Like a Man" campaign and talked about how "executional excellence" in marketing initiatives "is as important as strategy and innovation." 


Marketers should take that comment to heart. Online commerce has become more challenging, even with the latest chat, reviews, recommendations and mobile tools, but when not integrated well, results can be disastrous. Case in point: I bought a purse through eBags, my first — and as it would turn out my last — purchase with them. I 
found it elsewhere online, but eBags won on price. I was dismayed shipping took more than a week, but happy when it finally arrived. Until I opened the box. They sent the wrong product. On April 18, I contacted eBag's live chat, and "Mario" was polite and apologetic. "We are processing a replacement order...and it will be shipped second day air at no cost to you." Then: "It will reach you on April 27." Nine days? 


Mario explained delivery dates are calculated based on warehouse location, shipping address and "processing time in the warehouse." I politely asked for a supervisor; surely they could do better? "There is no supervisor," he types, and instructs me to "call eBags." But I'm already talking to eBags. Now I need to begin a new conversation with a phone rep? Major disconnect.


I cancel my order, and a few keystrokes later, I've purchased the bag from Zappos.com and happily paid the higher price. Why? Because I'll have the product in a few days, and I know from past experience they — through phone, chat or email — will be empowered to fix any problem that might arise.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.