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You are viewing ARCHIVED CONTENT released online between 1 April 2010 and 24 August 2018 or content that has been selectively archived and is no longer active. Content in this archive is NOT UPDATED, and links may not function.By Ariella Brown
CVS recently ran an experiment that’s generating a lot of buzz online. Unfortunately, it’s not the kind of customer reaction retailer likes to get.
The drugstore giant chose the week of July 12 to deviate from its usual offer of special coupons or promotions in printed circulars. They were betting that what they gained in data insight for the week would be worth the price of alienating some customers.
However, CVS management may have underestimated just how much that alienation could cost the retail chain—not just in sales for the week, but in the loss of goodwill. Shopper response to the lack of promotions ranged from bewilderment to disappointment to some expressions of anger. They let CVS know how they felt in the stores, on the phone and on social media.
Read the original article at: Don’t Sacrifice Goodwill for Good Data