Target’s image suffers from Missoni blunder
NEW YORK – Target is a victim of its own success.
The discounter drummed up so much hype around its exclusive, limited-time line by upscale Italian designer Missoni that its website crashed and was down most of the day on Sept. 13 when the collection was launched, angering customers. More than a week later, some shoppers who bought the Missoni for Target line are posting on social media websites Facebook and Twitter that they won’t shop at Target again because their online orders are being delayed – or worse, canceled – by the retailer.
Brielle deMartino, 23, from Del Ray Beach, Fla., was so excited that she woke up at 6 a.m. on the launch day and spent $700 on Missoni clothes, a bike and plates. The next day, she got an email from Target that her online order was canceled. Then, she spent hours on the phone with Target customer service representatives she describes as unapologetic.
“I have never been treated like this,” says deMartino, who got the charges removed from her card after calling her bank and posted on Facebook and Twitter about the ordeal.
Talk about having a bulls-eye on your back. Target became the discount industry’s darling by making it cool to buy stylish clothes and trendy decorations at the same place you pick up toothpaste and paper towels. But recently, it has suffered from similar public relations nightmares as its rival Wal-Mart Stores Inc. Earlier this year, Target had its first union election in what is seen as a precursor to more labor disputes nationwide. Now, customers are blasting Target on websites like Twitter at a time when Americans worried about the economy are easily being influenced by what their friends say on social media websites.
“This was badly handled,” said Robert Passikoff, president of Brand Keys Inc., a New York customer research firm that has an index that shows Target’s image has taken a hit.
Morgan O’Murray, a Target spokeswoman, said the company experienced unprecedented demand for the collection and is working to correct problems.
“This demand impacted our Target.com site and affected the shipment and delivery of select guest orders,” O’Murray said in a statement. “Providing an exceptional experience is incredibly important to Target, and we have a team dedicated to addressing those guests who have been affected.”
By the day of the launch, Target said demand for Missoni items rivaled the frenzy on the day after Thanksgiving. More than 100 customers lined up at stores nationwide. Some sites sold out in a few hours.
The buzz turned to frustration for some shoppers. About two hours after the 6 a.m. launch, many on Target’s website came face-to-face with Target’s mascot and the disappointing news: “Woof! We are suddenly extremely popular. You may not be able to access our site momentarily due to unusually high traffic. Please stay here and we’ll try to get you in as soon as we can!”
This happened throughout the day. Some who were patient got through. Those who weren’t left the website disappointed.
Ben Rushlo, director of performance management at Keynote Systems Inc., which tracks websites’ performance, said that he couldn’t remember the last time a site stayed down most of the day. He said usually, a website slowly deteriorates throughout the day before crashing.
“It wasn’t your normal meltdown,” he said.