INTRODUCTION
Brands are always looking for ways to create some exposure but sometimes, it is caused by a controversial customer. We’ve seen this recently in the online store dropping the company that carried Kyle Rittenhouse’s family’s branded merchandise. Also, many companies have cut their ties to President Trump.
Have you ever wondered how a store goes about making these types of decisions? Here are a few things retailers can do when dealing with a controversial customer.
CREATE POLICIES AND PROCEDURES
Your store should have policies and procedures in place that clearly state how you will deal with specific situations. That way, you can fall back on the policies to get out of a sticky situation. Make sure to go over your policies with all staff, and make the policies easily accessible.
As an example of relying on policies, Shopify closed two e-commerce sites tied to President Trump, saying the sites violated its Acceptable Use Policy, which prohibits promotion or support of organizations, platforms or people that threaten or condone violence to further a cause. We saw a similar situation occur when Simon & Schuster canceled its publication of an upcoming book by Senator Josh Hawley, a Trump ally who was accused of helping incite the mob that stormed the Capitol in early January.
COMMUNICATE AND BE TRANSPARENT
Once the decision has been made, prepare responses in case of media or social media inquiries. This will save you time when seconds truly count. Your responses should include why this decision violates your company policy and any actions you will be implementing moving forward. Make sure it is direct and transparent in tone.
In 2017, Walmart came under fire after a third-party vendor described a product in a derogatory manner. The retail chain provided the following statement, “We are very sorry and appalled that this third party seller listed their item with this description on our online marketplace. It is a clear violation of our policy and has been removed, and we are investigating the seller to determine how this could have happened.”
PREPARE FOR POTENTIAL FALLOUT
When dealing with a controversial subject, be prepared for potential fallout. You’ll likely have a group of people who support your decision and another group who disagrees with it. Give talking points to your staff in case they get questions from your customers. Your goal is to avoid inciting further controversy.
Use these same talking points when responding to comments, both positive and negative, on sites like Facebook or Google. As necessary, adjust your policies and procedures based on what happened during the situation.