April 12, 2008

Lands' End Free Shipping. Do You Follow The Rules?

At dinner Thursday evening, a guest asked me about my profession. When I mentioned the companies I've worked for, she said, "Oh Lands' End! Did you know that I get free shipping from Lands' End on every order?"

She told us that she assembles her order online, then calls the 1-800-356-4444, and reads the items residing in her shopping cart. Then she "gets crabby", telling the agent she will not pay for shipping and handling. The agent, being a kind, humble person from Southwestern Wisconsin, waives the $16.95 fee on her $210 order.

The obedient soul who follows directions pays 8% more than the crabby individual.

I've sat in executive meetings where this topic comes up. In every case I can remember, my leadership partners and I elected to give a better price to the crabby customer.

Our industry will have made progress when we figure out how to not be punitive to kind customers who follow the rules.

Memorial Day Weekend

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