chico’s travelers dress

Will Chico’s Change the Conversation? A Retail Challenge.

By Social Media

I was tempted by this e-mail, offering 25 percent off a dress I’d really like to own.

chicos travelers dressI’m traveling a lot for work these days and a packable, flattering dress that goes with everything would really help extend my work wardrobe.

So I clicked through to the Web site, intending to place an order.

travelers dress 2D’oh!

Is this bait and switch?

Here are some of the issues I have with this:

travelers dress 3

If Chico’s was really listening, they would have anticipated – truly- the demand for this dress and stocked up appropriately. Further, once the item sold out, they should have stopped their e-mail campaign to promote the offer immediately. Failing that, they should have followed up with an email to everyone they promoted it to, providing an update on this high-demand product.

I took them up on the option to chat with a “Personal Service Associate.”

Chicos chatI can appreciate that the promotional e-mail and the sale extended to the entire line, but the DRESS – the DRESS is what people want, and Chico’s knew that (or so their own content claims, since they said they “listened.”) (And, incidentally, I’m not going to go chasing this dress down in stores – if I can’t get it online, I don’t want it.)

I see this as an opportunity for Chico’s to change the conversation. They are on Facebook and Twitter, presumably to serve customers better. They have the chance to make this right for customers and come out looking like a hero.

Wonder what will happen?