In fact, making light of the situation only enraged buyers further.We’ve seen the sheer brilliance that companies have demonstrated when customers have been caught in unfortunate circumstances. Take Adam Greenwood, for example – the young traveller found himself without loo roll during a journey on Virgin Trains, but the rail service turned the situation around with some savvy social media correspondence to prevent #PooGate. However, Missguided has not showcased any sheer brilliance amid its website crash. While it isn’t Black Friday for several months and the season hasn’t quite changed yet to promote summer stock, Missguided launched a sneak attack on 14 March with a 50 per cent off sale. Fashion-hungry customers flocked to the website and overwhelmed it, which resulted in a blackout and a poor user experience delivered to eager shoppers. One shopper admitted her initial joy of the sale had “gone from excitement to pure rage” while another said “this is driving me mad I haven’t got time for this”. There was also a cry for someone in IT to be sacked. It’s a huge blow and rather embarrassing for Missguided, which made a big song and dance that the deal was to last for just ten hours – never to be repeated. The choice of discount code did not go unnoticed either.
47 per cent of British consumers are willing to wait just five seconds for a web page to load before moving on to a competitor. That means rivals such as ASOS and BooHoo will have likely experienced a slight sales uptick during the outage – tweets suggest as much.
@Missguided Promo code of NOJOKE ?— Sharon Crowley (@SharonERCrowley) March 14, 2016
Oh the irony……
Missguided had 50% off today but their website crashed so I bought 3 dresses from ASOS today????— Kayleigh (@youkayatsix) March 14, 2016
I’ve been on an online shopping ban for the whole of Feb and March and I saw the 50% off Missguided and ended up spending £150 at boohoou2639— Hayley (@hayleyleese_) March 14, 2016
Tesco, Argos and Currys all on the receiving end of outages at peak buying periods. Aside from pissing off customers and losing sales, it frankly highlights that these firms are incapable of keeping it together, even though the sales will have been in the strategic diary for some time – or so you would think. They could learn a thing or two from Bestival. Its head of digital Bruce Hay has recognised the fact the company’s website is “integral to success”, so it’s prepared for all eventualities ahead of expected spikes. “Through the website, which is managed year round by an in-house team, our festival-goers have access to the latest information, and they need this wherever they are and no matter how many others are online,” said Hay. “Our adoption of cloud technology, above all, gives us the confidence that when we’re due to make a big announcement, the website will soak up the pressure and the users never notice any degradation in performance.”
@Missguided_help knew i should have stuck to asos u270au270au270au270au270a— charlie (@chaaaarlieee_) March 15, 2016
Read more on social media disasters:
- The dangers of parody Twitter accounts to brand reputation
- House of Fraser launched Twitter campaign so strange that users suspected a hack
- Why women have slammed Superdrug’s “ridiculous, sexist” fitness marketing effort
In fairness to Missguided, accidents happen and they can’t always be avoided, but the way in which problems are handled – delicately would be an idea – will help reduce backlash.Interesting method Missguided took, however, making light of the outage across Twitter and Facebook, which only angered customers further – especially as many are still experiencing problems despite the deal being extended.
Kim K didn’t break the internet…we did. ud83dude01 pic.twitter.com/WriG50vNuL— Missguided (@Missguided) March 15, 2016
@Missguided I wouldn’t boast about it…— Laura (@_lauramo) March 15, 2016
On Facebook, meanwhile, customers made use of the new reactions feature to share their feelings on the site failure – as you may have guessed, many were angry.
One of Missguided’s fans said: “Really would just like the offer extended and a set time its to be extended to provided. Oh and for the site to actually work.”Sammi Krug, Facebook product manager described reactions as “an opportunity for businesses and publishers to better understand how people are responding to their content on Facebook.”
She added: “Page owners will be able to see Reactions to all of their posts on Page insights. Overall, Pages should continue to post things that their audience finds meaningful.”For Missguided, the feedback should conclude that such a blasé public relations endeavour “will like, never happen ever again”.
Remember the time Alan Sugar foolishly welcomed title suggestions for his book on Twitter? Fingering Apprentices was among the recommendations.By Zen Terrelonge
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