A typical Missoni-designed dress can set a fashionista back more than $600! So when discount chain Target announced the release of a limited-time only Missoni line; offering everything from dresses to plates, the customers were ready to buy big. The day of the super-hyped launch, Target’s website crashed as customers tried in vain to place online orders. Other shoppers lined up Black-Friday-style outside retail stores hours before they opened, and most locations sold out within hours.

Then the cancellations started. Target began to cancel orders customers had managed to place during the frenzy. Customers were notified their orders would be delayed, so the voice of the customer moved to social media sites like Facebook and Twitter. Comments on the Target Facebook Wall included:

“I was on hold with customer service for 45 minute trying to place my order…just to find out they can’t assist at all! Totally annoying!” - Jerilyn

“WHY do the stores in MD (DC area) not have all of the pallets broken out and the goods out?! No signage. This is pitiful. Why hype us up and then not prepare accordingly?”  - Shannon

“The Missoni Launch is an example of extremely poor customer service! I will be using this as a DON’T in my lecture this week to all my college fashion students!”  - Mary

Are you prepared to handle complaining online customers? If not, now’s the time to develop a social media response plan. The Social Strategy1 team gives you the tools to detect potential crises and the business analysts to interpret data and develop a timely response. Contact us today; we love to talk about social media marketing and we are glad to help answer any questions you may have!