Two weeks have passed since Sephora had launched an unsuccessful online campaign to engage its customer loyalty programme members. (See our previous coverage on the Sephora Epic Rewards event)
Not only has the cosmetics and beauty giant failed to respond to the largely negative feedback online, we discovered that Sephora had deleted all facebook posts promoting the Epic Rewards redemption event.
Facebook post from 1 to 12 August have been completed erased off Sephora's page. It was as if the event had never happened.
This is a shameful marketing move after Sephora was called out by fans for using unethical tactics to drive sales.
Meanwhile, once loyal customers of Sephora have turned against the brand by setting up petitions and Facebook groups to boycott Sephora. A number of beauty bloggers have even put up video rants on the epic rewards fail on YouTube.
The lack of empathy and awareness of their actions - from one poor move to another, just goes to show how unrepentant Sephora is for their marketing fail or their lack of proper marketing communications expertise for unresolved issues.
Instead of making amendments, they choose to isolate the incident and cover up their mistakes.
To sum up Sephora's response to customers on the Epic Reward fail:
- Poor customer treatment
- Bad customer service
- Poor marketing management - PR (public relations) and social media fail
What a good company would do; how Sephora should follow through
Be upfront with their mistake
The first step in righting a wrong is to admit one's mistake and be completely honest about it. Honesty builds trust and that is something the beauty brand has to work on.
Respond to each upset customer
Every customer is an asset to the company and should be treated with respect. By choosing to ignore customers or copying and pasting a generic response, trust is eroded and connections will be broken by such lacklustre methods of communication.
Offer some form of compensation
It may not match up with the customer's expectations but at least try to show that you care by offering reasonable compensation to affected customers.
Above are just some of the many ways Sephora could choose to respond to their customers instead of alienating them.
For a good game plan on campaign management and a sound digital marketing strategy on social media, contact us.