Okay, here’s a lesson for all you brand builders out there:
If you have a business with an e-commerce component, like say, a major electronics retailer, and you take pre-orders over the web for the hottest video game system of the Christmas season, don’t cancel all the pre-orders 3 days later, explaining that your online division wasn’t set up to take those orders, and attempt to placate the masses of mad parents out there by offering a $10 gift certificate in the hopes that all the disappointed children will suddenly feel better about the possiblilty of not waking up on Christmas to play the video games they’ve been dreaming about and in the hopes that said aforementioned parents will be satisfied enough to return to your store and your website in the future and happily part with their hard-earned disposable income.
In other words: Don’t screw with indulgent parents shopping for Christmas gifts two months in advance.
That concludes today’s lesson.
