eCommerce Blog

eCommerce Blog – Opportunities in US and India (by Darpan Munjal)

Building Trust

Posted by Darpan Munjal On June - 7 - 2007
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Having led the eCommerce team at Sears, I often reflect upon what helped us grow our online revenues from about $20 million in 1999 to almost $1 Billion in 2006? Although I do think that technology played a key role in that growth, it wasn’t the primary reason.

An incident during one of the Christmas seasons helped me answer this question.  Christmas is the peak season in US for all retailers and majority of the online and B&M sales occur during this time frame. This is the time when kids hope that Santa will deliver all the toys that they wished for. The stakes are too high because one delayed shipment could mean a disappointed child who has been waiting for that toy for the entire year. So to set appropriate expectations, we added messaging on all our product pages telling the customers to place their orders before the cut off date to ensure Christmas delivery. However, few days before the Christmas Eve, our dashboards indicated that we would miss the Christmas shipment for about 300+ toy orders. We immediately formed a SWAT team and ensured that every single order was handled in a white glove fashion and shipped via overnight delivery. The team worked through the weekend to make this happen, and we certainly lost money on these orders. However we gained something really important Read the rest of this entry »

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