What Target Should Have Done Amid Massive Register Failures

RIS News – For two days in a row this weekend, Target experienced separate incidents which impacted registers and lines at the national retail chain.
“For a retailer the size of Target, with the volume of transactions they conduct on the weekends, this was quite a significant outage with both short-term financial implications and longer-term customer service concerns,” BRP’s SVP and practice lead Ryan Grogman tells RIS.

On Saturday, an outage was the result of an “internal technology issue that lasted for approximately two hours,” Target said in a statement the same day.

“Communication is always key when it comes to customer service during a crisis or issue: let customers know there is an issue, explain what that issue means, and provide them updates on when the issue will be resolved,” Grogman advises. “There were reports from some Target stores that associates handed out snacks and drinks to customers who were waiting out the outage, which is a terrific example of trying to own the narrative. All shoppers deal with technology issues in their own life, so the more that Target can own up to the issues and work with customers as opposed to creating a divide, the better.”

“Another example that Target could have followed would be to offer the in-store customers with coupon codes for a percent off their next transaction, as a gesture for the inconvenience as well as a way to entice them to return and refill their shopping carts. Finally, because it seemed that Target’s buy-online-pickup-in-store functionality was not impacted, Target could have taken advantage of a tremendous opportunity to work with customers on their devices or via in-store computers to create online accounts and walk them through the omni-transaction in person.”

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