If you’re running a big promotion, one of the worst things that can happen is that it goes too well, and you get swamped with enquiries. Customers hate missing out because your phone lines are too busy, your store is too crowded, or your Web site crashes because too many people are trying to use it.
Unfortunately, this is exactly what happened last November with the Click Frenzy promotion, which involved a number of Australian retailers getting together for a one-day online sale. It was promoted very heavily, and – not surprisingly – the servers crashed on the day, leaving lots of customers fuming.
But what if you could turn that possibility into an opportunity? That’s exactly what the Catch of the Day Web site has done. They have been promoting a big online sale today, and their advertising has even been suggesting their servers might crash:
This is an excellent example of setting your customer’s expectations of their experience. Of course, nobody wants the servers to crash, but Catch of the Day has helped prepare customers for that possibility.