What We Should Learn From Fashion Brand Oh Polly’s Social Media Crisis Management

Fashion brand Oh Polly recently faced a serious social media crisis by refusing to give a nurse the prize because she couldn’t take part in the virtual party while working. Lara Harper, from Glasgow, had won Oh Polly’s competition for NHS frontline staff with the prize of a care pack and new outfit to join in with a virtual cocktail party on Friday April 24th this year.

However, the nurse was unable to attend the virtual party as it clashed with her 12-hour shift, and as a result, she was told by Oh Polly that she couldn’t claim her prize.

A member of Oh Polly social media team replied to Lara’s inquiry of whether she could claim her prize without attending the virtual party: ‘Unfortunately the prize was joining our party, the dress and care package was a little something to participate in on the evening of the event.”

Oh Polly’s response got Lara furious, and she exposed it on Twitter with the caption: ‘Imagine entering an Oh Polly competition for NHS workers and winning, but can’t participate due to working a 12hr shift on Friday on the frontline. And then being told you can’t claim the care package and outfit because you’re unable to be on the video call.’

Lara’s post has outraged social media users and quickly accumulated more than 14,000 likes.

One wrote: ‘Wow this is the second thing I’ve seen about @ohpolly and their savage behavior, absolute a no from me on any purchase. ‘’We’re grateful for your hard work Lara but if you can’t meet our advertising plug we’d rather pick someone else’ wow.’

A second added: ‘This is shocking.’

And third replied: ‘Eww will never shop at oh Polly again after seeing this shame on them.’

Brand Response

Following the backlash, Oh Polly apologized to Lara and informed that she would be able to receive her prize: ‘Hey Lara, we’d really like to apologize. There’s been a misunderstanding internally on the logistical aspect of this event and you’re completely within your rights to be upset by this response. As mentioned on messages, the original box you won was only relevant to the activity taking place on Friday on FaceTime but as agreed we’d still love to send you an outfit.’

However, online community still remained unsatisfied by Oh Polly’s apologies.

One wrote back: ‘Mix up? If she hadn’t posted it for everyone to see you wouldn’t have given her a new outfit anyways? I understand you don’t owe anyone anything, but those that enter your competitions promote your business, otherwise we wouldn’t know who you even are.’

A spokesperson of Oh Polly replied: ‘We messed up and are sincerely sorry for how badly this has been handled. The competition started out with good intentions but we got it wrong and take full responsibility for those mistakes. We’re making sure that every winner receives their outfit and care package whether they’re able to attend the virtual event or not.’

Opinion

This incident is truly a reflection of Oh Polly’s customer service and public relations. Oh Polly shouldn’t treat customers so unfairly at first, which betrayed its purpose of hosting the giveaway. After the incident went viral, Oh Polly didn’t show sincere apology, provide sufficient reason why they rescinded the offer earlier, and compensate Lara with more benefits to reduce her dissatisfaction and anger. Although Oh Polly apologized, their apology appeared insincere and ineffective. As a result the customers still remained unsatisfied, which severely damaged the brand image and reputation of Oh Polly, and resulted in consumer distrust with the brand.

This is not the first time that Oh Polly had social media crisis. Oh Polly earlier had said its decision to create a separate social media account for plus-size and ethnic minority women was a “serious error of judgement”. It clearly shows that Oh Polly is not customer-centric, thus often making decision that ignores the true needs and wants of customers, then leaving customers unsatisfied with the brand. Its crisis management strategy is not strong and fast enough to respond to these crises promptly and effectively.

Oh Polly can definitely avoid these crises by putting customers as priority, embedding customer-centric into their company DNA, educating employees, creating a crisis management team, and developing effective strategy to response to crisis promptly and effectively.