Q: Is your consignment or resale shop smarter than Gap Inc?

A: You betcha!

Your shop, as simple, local, one-person-run as it might be (or as multi-locationed, professionally-staffed, online-savvy as it might be!) would never drop the ball so badly as Gap Inc. did.

First, they get a jacket featured in O Magazine this month. Wow, terrific, huh? I am unclear how this all works, but I am guessing someone at Gap Inc sent a jacket to the magazine’s editors in hope of getting free publicity for it. And I am also assuming that this happened with plenty of lead time.

But then, they do not alter their web site to reflect the (again I assume) thousands of O readers who love the jacket and want to BUY it. Duh? Where is it, I want to give you money for it!

Then, when I email customer service to find out when I can get it (and believe me, to bother to write to a company is a sure indication that the writer is a serious prospect),  they reply

The Kimono Wrap (item #199489) you’re looking for is a new item that is not available yet at gap.com! Regrettably, we do not have any stock dates on this item. Please check gap.com regularly

[Warning: snark alert] Now, okay, I am willing to cut Gap Inc some slack on this. After all, how were they to know that their item might actually make the editorial matter? And geez, when they did get word that it did, how were they to get it made (what with the few manufacturing facilities they own on a few continents)? And golly, keep a list of folks who saw it in O Mag and bothered to inquire about it (O Magazine has a circulation of over 100,000), well, that’s just plain not worth the bother.

But the thing that toasts my buns? They don’t even offer to put me on a wish/ want/ wait list! Now even the greenest consignment, resale or thrift shopkeeper knows s/he should use this opportunity to capture contact info, to possibly sell me this jacket if they ever get their stuff together… or to use my interest in their business to make a fan outta me with a further email, an alternative suggestion, a consolation coupon, something.

Now why do I mention this gap in Gap’s marketing? Well, first to remind you that customer complaints can be a valuable customer service opportunity…

…but also… wouldn’t

Did you see that cool denim kimono jacket in O Mag? Loved it? Gap says they don’t have it… but come see what great denim OurShop does have for you right now, right here in OurTown… at the right price!

be a great social media message?

Next time you experience an appalling lack of customer service savvy, be sure your business has a method to fetch the ball.

Even if it’s as simple as “we’ll be in touch when..”