Koodos does good social marketing badly
Today Koodos did a one-off one-pound sale. They pushed it on Twitter and then on Facebook. They sold it as a treasure hunt, inviting fans to dig around the site to find their bargains. And they promised hints and tips to help us find those bargains.
In reality, it wasn’t anything like that. They posted five Twitter updates. The first told us the £1 sale would start at 1pm. The second told us that 7 designer pieces were now in the sale. The third kindly informed us that 2 of the 7 pieces has sold out. The forth told us 5 more pieces were being added. And the final tweet told disappointed followers that the last batch of £1 sale items were being added.
Over on Facebook, things were even worse. They were told about the £1 sale after it had started – and that was the only update they got. Over 40 comments later, they still hadn’t replied to confused fans who didn’t know what was going on.
The result? A very busy, very slow website. A search for a needle in a haystack. A small number of happy customers and a massive number of unhappy customers.
So where did Koodos go wrong?
You might expect to hear things like this:
‘Poor process @koodos_fashion unlike other online retailers your items aren’t reserved when in basket. Annoying.’ (@Em_A on Twitter)
‘Surely this is a publicity scam. The Outnet did the same thing.By the time the sale went on, everything was sold out and the website supposedly crashed. Koodos wrong wrong wrong!!!’ (Anne Damasus on Facebook)
‘what it is, is clearly a shameless publicity stunt. Exactly the same thing happened with secretsales/outnet etc etc’ (Melanie Ride on Facebook)
Little to no PR
At the start, there were just 7 pieces in the sale. So customers really were hunting for a needle in a haystack. 2 of those 7 sold out in the first hour. They added 5 more, but didn’t make it any easier to find them. The last products went on at 4pm – by which time the site had slowed down as people lost complete interest.
There probably are some very happy people out there, but there are also some very angry ones. The general consensus is that the promotion was badly run%