Damage Control for Disappointed Customers: J. Crew Goofs on Cashmere Turtleneck

Who wouldn't want a cashmere zip turtleneck sweater for $18? At the J. Crew Web site, many delighted shoppers scrambled to order the bargain cashmere. Unfortunately, the price should have been $218! Before J. Crew officials could correct the mistake, several hundred e-shoppers had bagged the bargain sweater for their digital shopping carts.

When the mistake was discovered, J. Crew immediately sent an e-mail to the soon-to-be disappointed shoppers. The subject line shouted "Big Mistake!" Emily Woods, chairwoman of J. Crew, began her message with this statement: "I wish we could sell such an amaz- ing sweater for only $18. Our price mistake on your new cashmere zip turtleneck probably went right by you, but rather than charge you such a large difference, I'm writing to alert you that this item has been removed from your recent order."

As an assistant in the communication department at J. Crew, you saw the e-mail that was sent to customers and you tactfully suggested that the bad news might have been broken differently. Your boss says, "OK, hot stuff. Give it your best shot."

Your Task. Although you have only a portion of the message, analyze the customer bad-news message sent by J. Crew. Using the principles suggested in this chapter, write an improved e-mail. In the end, J. Crew decided to allow customers who ordered the sweater at $18 to reor- der it for $118.80 to $130.80, depending on the size. Customers were given a special Web site to go to, to reorder (make up an address). Remember that J. Crew customers are youthful and hip. Keep your message upbeat.

Text Book: Business Communication: Process and Product By Mary Ellen Guffey, Dana Loewy.