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It's been a year or so since my last informal letter to the retailers.

In that time, not a lot has changed, except that their customers have a much easier time of offering praise for successes -- and quite often anger at their failures. If you don't know anything about Twitter or Facebook at this point, it's possibly a lost cause.

Wake up!

It only takes one ugly incident to take the starch out of your monthly sales goals. Mess up with someone who has 10,000 followers and the "viral" you've been seeking will happen -- in exactly the opposite way you'd planned. You live and breathe online-only, you don't have the uninformed "walk-up" sales of the mall stores to prop you up. A prominent link to a complaint may live mere pixels from that google ad you're spending so much on.

The vast majority of purchase experiences are wonderful. Concentrate on the others and be responsive!

Don't, uh, defecate where you eat.



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1 comments:

At September 5, 2010 at 1:05 AM Beaugrand said...

7320 browline bifocals arrived Thursday, Sept 2; having placed the order July 31 this is the longest I've ever had to wait for an order from Zenni. Only available in black (732021), and only if you order something else and tell them to change the frame number, because 7320 isn't listed on the website. Probably out of stock altogether.

Now that they've arrived, I'm very pleased with them.

Cost $57.90 with shipping.

I'll get another pair if they ever offer them in brown or tortoise.

 

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