The Think tank

1. www.simplify360.com
Stage 3
Have
Your
Say
Team Name:
Name of first member: Vishal Virola
College Name: IIM Trichy
Name of second member: Jayesh Bhandarkar
College Name: IIM Trichy

2. Introduction
Background of Shoppii.com
• Market leader in Indian e-commerce market and new entrant in US market.
• USP: “1 day delivery Max!”- if not received in one day, customer gets it for free.
• Good relationships with channel partners- courier partners.
Crisis Situation:
• Instead of lady’s perfume, Anita received men’s after shave lotion.
• Shoppii.com failed to correct the error in assured one day time.
• Annoyed Anita wrote a very proactive blog about it which went
viral through twitter hash tag #ShoppiiShaves
• Resulted in worldwide negative publicity of Shoppii.com
Error cause:
Due to slowdown in Indian market, Shoppii.com temporarily cut down their courier partners
commission by 5%, Dissatisfied with this their local courier partner deliberately replaced the
perfume with after shave lotion to tarnish reputation of Shoppii.com

3. Action Plan:
Audit the negative
social buzz
Formal Apology on
official social media
pages
Gifts or goodies to Anita
with an Apology letter
Addressing Internal and
External Issues
Social Media campaign
to build brand image
Measure the impact of
the campaign and
continues improvement

4. Audit the Social Buzz
• Set up Google Alerts for Shoppii keywords.
• Keep a close eye on Facebook page.
• Listen on Twitter.
• Read reviews on sites.
• Make a list of any forums or communities
where customers congregate.
• Catch negative buzz and spot issues before
they build momentum.
• Goal: To convert angry and upset customers
into loyal, raving fans.
• Reply to selective issues in friendly tone
showing empathy, through official ids.
• Prevent further damage to the brand image.

5. Apology on Official Pages
Apology on Facebook page
Video of VP addressing customers in India and USA through official channel
• 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

6. Rectify the Mistake
• Rectifying the mistake by delivering the correct product to Anita along with
some goodies and an apology letter.
• Influence Anita to publish her positive relation with Shpppii.com on her blog.
• Taking Anita’s feedback, publish the positive response by Shoppii.com showing
customer centric approach.

7. Social Media campaign
Circulate apology posters on various social
media websites and blogs emphasizing
that customers are valuable to shoppii
Start #Shoppiisaves campaign on twitter
and facebook emphasizing on price and
time saving
Use non traditional marketing and PR
campaigns to attract people’s attention
towards the positive actions taken

8. Social Media campaign
Monitor posts and comments on the
official facebook page and twitter
account.
Post the link of the youtube videos
released, on social media pages and
blogs
Explain the root cause of the problem
through comments on negative posts
Create a Positive buzz about
shoppii.com

9. Addressing Internal and External Issues
Address all the channel
partners and come up
with a mutually beneficial
solution. Feedback
mechanism to identify
and resolve problems be
implemented.
Stringent rules to be
enforced to avoid such
instances in future.
Commission policy for
the partners need to be
re-evaluated.
Corrective measures to
improve the response of
Customer Care

10. Analyzing the campaign
• Measure the success of the social media campaign with the tools like ‘simplify360’.
• Analyse the areas of improvement and creative promotion through social media.
• Be active on customer service portal along with the official pages to address
customer grievances in time.
• Over the period measure the success rate of timely response and promote as a
customer satisfaction index.
• Engage the customers through sales promotional tools such as contest, Interactive online
games, coupons etc.
Glimpse of Audit report through ‘Simplify360’