#ShoppiiShaves: Case solution submitted by Chandra Kant Kumar and Vikas Khurana from NITIE Mumbai The Case study: About #ShoppiiShaves: Anita is an ardent blogger and a frequent online shopper. Once she ordered a high end lady’s perfume from one of the leading ecommerce portal Shoppii.com and received a men’s after shave lotion instead and that too of a local Indian brand in a filthy looking bottle. Annoyed and disgusted, she called the customer care and they assured her to resolve the issue within one day; which they failed to deliver which made Anita, who happens to be a very active blogger, to write a very provocative blog about it. Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends worldwide, causing many popular blogs covering the incident. Background: Shoppy Technologies Pvt. Ltd owns a very famous online shopping portal Shoppii.com; they are the market leaders in India and have recently expanded their operations in United States of America; Shoppii’s USP is their delivery time which they swear by and they also have a initiative called “1 day max!”, as per this initiative, if the customer doesn’t receive the product in one day, then s/he can take it for free. This initiative has been instrumental in making them India’s most preferred online shopping portal, The reason behind their impeccable delivery process is company owned warehouses. Over a period of time, the company has garnered very good relations with the channel partners (courier partners); Due to slowdown in the Indian market, Shoppy decides to do cost cutting, in which they cut back their partner’s commission by 5%, and assures them of original percentage as the economy recovers; On further investigation, Shoppii’s team found that one of their dissatisfied local courier partners replaced the perfume with the after shave lotion in order to tarnish their reputation. Shoppii’s management team has following concerns in their mind; - Stopping #ShoppiiShaves from getting further limelight, - Regaining customer’s trust, - Repairing their sales graph, - Reassuring their channel partners so that they also don’t commit any such activity, - To protect their American expansion trajectory from such incidents The Assignment: Taking learning from this incident, Shoppii’s marketing team wants to create a response mechanism for handling any kind of social media crisis. Also, they now need a way tackle this mess #ShoppiiShaves

1. Casia'2013 : Stage 2 "Have Your Say"!
Team: AlphaDogs
vikas.khurana.nitie@gmail.com
chandrakant.kumar.nitie@gmail.com

2. About The Case
Lets order
Perfume
from
Shoppi.com
I ordered a
Perfume but it’s a
Men’s Shaving
Lotion
Shoppi.com Did
not respond
properly ….
#ShoppiiShaves

3. Actions to be taken for extinguishing the fire #ShoppiiShaves
ASSESS
ACTION
• A quick assessment to
determine the intensity and
the source of the crisis
should be carried out.
• A transparent and polite
apology should be posted
addressing Mrs Anita.
• Content should reflect
company’s
seriousness, their
acknowledgement of
mistake and their course of
action stating that the
company is keen to resolve
the issues.
• Anita Should be delivered
the perfume she ordered
free of cost as per the policy.
Stop disseminating any
more marketing messages

4. Immediate actions taken Continued…
Efficient Monitoring
• Continuous monitoring
should be done.
• Identify the key influencers
(major re-tweeters or
bloggers). They should be
continuously informed that
their comments has been
received and is being
attended.
• Depending upon their
numbers and the intensity of
incident they can also be given
telephonic calls and can be
made aware of the situation.
Consistent and Immediate
Response
• All the messages should be
disseminated by company’s
official Id and should have
clear, unified voice.
• Responses should be as quick
as possible else critics might
have a notion that either the
company is not listening or
they don't care, which can
lead to more incidents.
Encourage the loyal
customers
• If a loyal customer has made
some positive comments they
should be encouraged.
• Company can leverage
feedback from loyal customers
to regain and maintain the
brand value and customer
trust.

5. Repair Phase Initiated…..
Regaining Customer Trust
Repairing Sales Graph
Channel Partners
• Company needs to come up with
an advertising campaign
focusing on the USP “1 day
max!”
• Head of the company needs to
address the
consumers, focussing on how
serious they are about there
promises and why they are the
Market Leaders
• Being the Market Leader
Shoppii.com needs to reevaluate there brand position
• Social Media should be used as a
prime medium to reinvent and
position themselves with new
policies for the customers
• With Brand Loyalty regained
sales graph will automatically
take a leap in the upward
direction.
• Steps should be taken against
the partner which caused
damage to the reputation to set
an example.
• Company needs to meet all the
channel partners to understand
their concerns and find
solutions for the same.
• Commission policy for the
partners need to be re-evaluated
and rules need to be framed in
case of similar scenarios in the
future.
• A response Mechanism needs to
be established in place for
future.

6. Channels to be integrated
Channels
On Crisis (FISH WHERE THE FISH ARE):
Post Crisis ( Regain the Trust )
1.
1. Limit the number of channels as less as possible.
2. If the crisis begins as a negative video posted on
YouTube, we will post a video in response. If it begins
with a negative comment on your Facebook /Twitter
page, we will respond there first.
3. If we can contain the problem to one media
source, there will be much better chance of limiting
the damage.
4. Since in this case Anita has written a blog of the
incident and it is later captured in Twitter we will
integrate both the blog and Twitter in our strategy and
will try to limit it to these two channels only.
2.
3.
4.
5.
Once the crisis is over our major focus will be
to regain the customers trust.
We will use as much channels as possible.
We can launch a video introducing our
CEO/VP or a famous celebrity advocating the
quality service of the company and its utmost
care for the customers.
#tagging the keywords of Loyal customer’s
feedback.
Providing the option for real time tracking of
the orders.

7. What to say?
First set of major communication (Immediately after noticing the Crisis)
Post a reply to #ShoppiiShaves apologising Mrs Anita for the awful experience with
this incident mentioning the steps taken to tackle the issue and company’s next course
of action.
Continue responding to individual queries………
Second set of major communication (After the cause of Incident is Located)
Publish the report stating the cause of incident and the course of action by shoppii.com
emphasising the values of company and importance they give to customer satisfaction.

8. What to say? Continued…
If feedback has truth
to it
• Acknowledge the
feedback.
• Apologize – genuinely.
• Take the conversation
offline.
• Offer a solution.
feedback is only
partially true or it’s
slightly misguided
feedback couldn’t be
farther from the
truth
• Acknowledge the error
on your part and
apologize.
• Gently correct any
misinformation
(remember, be honest
with yourself at this
step).
• Take the conversation
offline.
• Offer a solution.
• Acknowledge the
comment and write a
general apology for any
perceived
dissatisfaction.
• Take the conversation
offline.
• Get more details.

9. Setting Up a Response Framework
• First 24 Hours are very important.
• Bad news spreads like a fire. So we need to monitor all the consumer generated
media as well and not just the traditional media.
• Should have a streamlined approach and a team in place for the same.

10. Response Framework
Promote
Respond
Prepare
Cultivate
Monitor

11. Monitor
• Generate Daily social media monitoring reports
• Have response recommendations
• Reports should have analysis of discussions
• Clip sheets of most relevant hits, across social media.

12. Cultivate
• Create mapping where promoters and detractors live online
• Develop relations and brand loyalty to be utilized in case of crisis
• In case of crisis monitor pre-identified sites and apply messaging
strategies to determine appropriate responses.

13. Prepare
• Develop crisis messaging service
• Identify and train staff for social media messaging
• Set up an online crisis collaboration website which can be used to
communicate around the crisis in real time

14. Respond
• Develop brand presence online via social
media platforms like
twitter, Facebook, Blogs
• Actively update the home page.
• In case of crisis respond to people via
these handles.

15. Promote
• Create and deploy search keywords for SEO/SEM
(Search Engine optimization /Search Engine
Marketing)
• Identify potential multimedia responses
(photos, videos) and key players necessary to
create them
• Create and optimize a variety of multimedia
content to tell your story