'Take This Catalog and Shove It!' - A Modern Customer Relations Parable
Somewhere within the bowels of Restoration Hardware, somebody got themselves a calculator. And when they added up the cost of creating, printing and mailing multiple catalogs throughout the year, they said to themselves, "Hey! I know how we can save a whole lot of money—let's print these babies all at once, and drop ship them via UPS. It's gonna save us thousands in time, paper and postage!"
What they failed to take into account was the potential negative reaction of their customers.
When 15 pounds of catalogs landed on my doorstep I was stunned. At first I thought they must have mistaken me for an interior designer, and figured I need to be "in the know" on every single product SKU in their inventory.
But upon further examination, I was simply disgusted at their lack of marketing savvy. Not only did it take me more than 10 minutes to cut off all the plastic that encased them, but the books instantly filled my small recycling bin in the kitchen.
As a marketer, I wondered why I was even on their list. Not only have I not spent $1 at Restoration Hardware in the last 12-months, but upon further reflection, I'm not sure I've spent more than $100 there in the last several years!
Cranky, I took to Facebook to see if I was the only recipient of this marketing fiasco. It turns out 45 of my FB friends were also on the receiving end of this giant mailing effort. And 25 of them left equally cranky comments of support to my rant. One even suggested that we collect all the catalogs in the neighborhood and drive over to RH headquarters and set them ablaze on their doorstep! Yikes!
Next, I decided to let Restoration Hardware know of my frustration. First I visited their FB page and left my post, expressing my disgust. Taking a quick peek again this week, I've discovered lots of lots of similar customer complaints, including comments like "I will never shop at your store again!!!"
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.