ShoppiiShaves: Case Solution submitted by Komal Goyal and Swati Mishra from MICA Ahmedabad 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. ‘Have Your Say’
(Case study round)
Team Name: Agile
Team Members: Swati Mishra & Komal Goyal
Institute: Mudra Institute of Communications, Ahmedabad

2. • Background
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Shoppii.com is a very famous online shopping portal in India.
Their customer Anita ordered a high end lady’s perfume from our portal
Shoppii.com and received a men’s after shave lotion instead.
This mishap occurred due to some confusion at one of our courier partners’ end.
Anita, who is a very active blogger, has written a very provocative blog about it.
Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends
worldwide.
• Concerns To Be Addressed
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Stopping #ShoppiiShaves from getting further limelight
Regaining customer’s trust
Repairing their sales graph
Reassuring their channel partners

3. • Video of CEO taking
responsibility of the
incident.
• Press Release and
Official Blog post
Press Release
• Tweet from official
account with link
of video.
• Customized Replies
on Twitter
• Facebook Post from
official account with the
link and Facebook
monitoring
• Release of
animated
humorous video.

4. Main
action
Supporting Channels

5. Video of CEO addressing Anita as well other
audience in India and USA
• ‘Promoted’ towards targeted audience
• Explaining the series of events with facts and
rationale
• Taking responsibility instead of name calling
• Explaining the new supply chain audit
measures
• Towards the end : clips and statements from
satisfied partners and loyal customers
Animated video explaining the
series of events
• This will follow the CEO’s
address with little time gap
• without direct allegations
• Subtle factual explanation
with humor

6. •
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In India the Newspaper release is
considered very credible and has
mass reach
Released the next day after the
You tube video
Can generate mind share and
mind recall which can add on to
sales
Channel partner will be assured of
original percentage soon
Mentioning about new supply
chain audit measures
Tone has to be positive giving
emphasis on the plus-points of
the site
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Blog to be Addressed towards
Indian as well as US clients
Mix of factual and humor appeal
Assurance to channel partner
New Supply Chain audit measures

7. Release a ‘series of tweets ‘
from the Official Handle with
the following agenda:
• Links of videos released on
You tube addressed to
Anita’s handle
• Customized Response of
• the negative comments
• Tweets expressing
apologies
• Tweets explaining facts
(where what exactly went
wrong )-via photographs
and humor appeal
• Link to the official blog of
Shoppy Technologies
• No name calling against
partner (courier service)
• Keeping in mind
• No desperation/aggression
Tools like Simplify 360 , hashtagify.me,
hashtracking.me etc. in order to:
• Advance search to measure the effect
of tweet
• No. of impressions and contributions

8. •
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Monitoring the Facebook
mentions and official Page
Keeping an eye in case the
issue trends on Facebook
In case of any issues on
Facebook(trending/
general) –
reassurance, customized
response and loop closing
Link to the videos released
on you tube
Link to the company’s
official blog

9. Monitoring
Quick Response
• Continuous monitoring • Customers
of ‘all ‘Social Media
expectations: few hours
Content using tools like in case of grievance
Simplify 360
• If possible resolution
and close-looping
• Freemium tools like
hashtagify.me
&hashtracking.com
• E.g. Airtel claims its
acknowledgement time
to be 10 minutes
Customized
Response
• A guideline to address
grievance across
platforms but not
scripted
• Reassurance and
information regarding
the solution of problem

10. Transparency
• Accept the mistake and
explain the next Step
• Apologies if no
explanation
• In case of confusion or
conspiracy, present the
fact e.g. Samsung
Billboard
Negative
Content
Handling
• If after every
possible try, still
negative content is
generated then No
Deletion
• Creative ways of
pacifying
(animation,
photograph etc.)
and Humor appeal
Nothing works…
• Keep doing effort
without aggression
• Wait and have belief
in Brand loyalty
• Reassurance and
information
regarding the
solution of problem