Moonpig mayhem on Mother's Day

Moonpig Mayhem on Mother's Day

Lenia Karallus
Retail Consultant

Lenia works very closely with our clients, helping them to define their eCommerce strategy and identify performance improvements within their current eCommerce set-up.

Lenia has a strong background in strategy and analytics, working for a wide range of retailers including Selfridges, Harvey Nichols, Belstaff and Anya Hindmarch. Prior to joining eCommera, she worked as a strategy consultant at Javelin Group, a retail-focused consultancy based in London. She has extensive international experience, including in China, Germany, Turkey and India, and speaks German fluently.

Three years on from the Moonpig Valentine’s Day faux pas, delivery on promise during peak trading times still seems to be an issue for the London-based retailer. Once again, customers turned to social media to voice their frustration over damaged, delayed or failed Mother’s Day card and flower deliveries. But Moonpig customers are not alone. It seems consumers from numerous online retail companies have regularly had to deal with failed delivery on promise on Mother’s Day. Despite a high number of deliveries delighting customers, angry voices were the loudest across social media platforms yesterday and today.

Retailers who want to capitalise on specific celebratory days must aim for no less than 100% delivery on promise. If they disappoint previously loyal customers, they risk losing them to a competitor every time they need a similar service in the future – and let’s be honest, Moonpig customers are not short of alternatives to turn to.

Avoiding disappointment around these dates means retailers must set very clear expectations for their customers – for example, ‘order before a certain date or your package will not arrive in time for Mother’s Day’ must be a repeated message in early marketing activities, on social media and on the website so that customers are absolutely clear on what to expect. It may also may mean working far more closely with courier partners (in this case Yodel is in the firing line yet again), switching providers or even working with additional partners for set peak days. Whatever the solution, it seems that Moonpig et al need to come up with one sharpish before their carefully sculpted brand starts to gain a reputation of a different kind.