Who wouldn’t want a cashmere zip turtleneck sweater for $18? At the J. Crew Web site, many delighted shoppers scrambled to order the bargain cashmere. Unfortunately, the price should have been $218! Before J. Crew official could correct the mistake, several hundred e-shoppers had bagged the bargain sweater for their digital shopping carts.
When the mistake was discovered, J. Crew immediately sent an email message to the soon-to-be disappointed shoppers. The subject line shouted “Big Mistake!” The first line began with this statement: “I wish we could sell such an amazing sweater for only $18. Our price mistake on your new cashmere zip turtleneck probably went right by you, but rather than charge you such a large difference, I’m writing to alert you that this item ahs been removed from your recent order.”
As an assistant in the communication department at J. Crew, you saw the email message that was sent to customers and you tactfully suggested that the bad new might have been broken differently. Your boss says, “OK, hot stuff. Give it your best shot.”
Your task. Although you have only a portion of the message, analyze the customer bad-new message sent by J. Crew. Using the principles suggested in the chapter, write an improved email message. In the end, J Crew decided to allow customers who ordered the sweater at $18 to reorder it for $118.80 to $130.80, depending on the size. Customers were given a special Web site to reorder (make up an address). Remember that J. Crew customers are youthful and hip. Keep your message up beat.
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