Kate Crowley and Luke Sebire of LEGO on customer loyalty, media mix marketing, and upward funnel opportunities
BRAVE COMMERCE
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Is It Okay to Disappoint Customers on E-Commerce?
I agree with Luke's comments that it is the fundamentals of e-commerce, but they become even more important in times like this when shoppers do feel the squeeze. If you're setting shoppers up with false promises and saying delivery times you can't work towards or perhaps even a product detail page,you're going to give a shopper a disappointing experience. When is it okay to disappoint a customer? When I've also got those of money, exactly, it's never okay. And people are even less forgiving now, I would argue, because they want to make the right choices and informed choice. This is not the Lego group study at all. It's common knowledge...that shoppers are still
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