Restoring trust in a clothing brand after a delivery error
In December 2023, a logistics company failed a clothing brand from Łódź. We prepared an apology campaign and a series of publications about improving standards, which saved 89% of regular customers.
The Silk & Cotton brand from Łódź fell into huge trouble just before Christmas. Due to an external courier error, 1,420 gift packages did not reach customers on time. We show how we stopped the wave of negative opinions and saved relationships with buyers.
The challenge
In mid-December 2023, the brand's partner logistics system stopped working for 11 days. Packages were stuck in a sorting facility near Stryków without any information for recipients. The store received 312 complaints in just 24 hours. The brand's average rating on Google fell from a safe 4.8 to a dramatic 3.2. The owners faced the specter of mass product returns worth 345,000 PLN and the loss of trust built since September 2016.
Our approach
At Krakowskie Przedmieście Consult, we don't waste time theorizing. Already on the morning of December 18, our two-person team sat down with an Excel sheet in the client's office. We bet on the principle: concrete facts on the table. Instead of hiding the problem, we checked the facts and prepared a communication plan based on full honesty. We excluded automatic replies that only annoyed people. We focused on direct contact with each affected customer.
The solution
We prepared a personal notification system for all 1,420 people. Each email contained specific information about the package status and a real delivery date. We attached a 35% discount code for subsequent purchases as real compensation. Additionally, we published a series of 'Behind the Warehouse' posts. In them, we showed how employees in Łódź pack packages manually after hours to make up for courier delays. We checked this in practice – people forgive mistakes if they see hard work and honesty.
Results
We acted without the fluff and it brought results. The result is visible in the table – we managed to stop the avalanche of returns and regain the brand's good name. By March 2024, the average ratings returned to the pre-crisis level.
Timeline
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December 18, 2023Order database audit and start of the first wave of crisis communication.
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December 23, 2023Sending discount coupons and publishing a video from the warehouse in Łódź.
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January 15, 2024Satisfaction survey analysis – 92% of customers appreciated the brand's honesty.
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February 28, 2024Campaign summary and implementation of new logistics procedures.
"Krakowskie Przedmieście Consult saved our face. When others advised silence, they bet on the truth. Thanks to this, our customers not only stayed with us but are buying even more."