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Converse For Girls 2017
very limited number of cards one hour before the general public.
But it has a long attention span for deals.
Such intense consumer interest "shows what Starbucks is as a brand," she says. "If we had our way, we'd say, please give us a million of them, Starbucks."
Some consumers are crying foul after Gilt, the luxury retailer working with Starbucks on the promotion, accidentally posted then quickly un posted the $450, ultra limited edition Starbucks Metal card on its site one day before it was supposed to go on sale.
Which may be why, on Dec. 12, Gilt will post another ultra special deal on its site two, one of a kind Infiniti custom cars designed by top fashion designers. The cost for one, says Maybank: $75,000.
Result: Some savvy consumers not only bought that card way ahead of the curve, but turned around and re posted the collectible cards for sale on eBay at as much as twice the price. This, even before the cards were supposedly available for purchase to general consumers at noon EST on Friday.
cleaning company, who noticed some of the designer cards for re sale on eBay hours before they were supposedly available on the Gilt site. He tried, in vain, to get Converse All Star Low Black White Polka
Even then, the "lion's share" of cards were sold, as promised, after 12 noon EST on Friday, she says. And they sold out in seconds. "I sat there in jaw dropping disbelief with my engineers," she says. When the Starbucks Metal Card was posted, the hits per minute on the site "eclipsed by 2 times the hits per minute we got on Cyber Monday which is our biggest day."
At the same time, My Starbucks Rewards Gold level customers also had an early chance to buy a Converse All Star Black Monochrome Low Top
a card when Gilt posted them Friday. And, he scoffs, "I don't believe anyone actually purchased these at or around 12 noon."
But he doesn't see it as a major PR crisis. "The good news is, the American public has a short attention span about things like this," he says.
That fancy dancy Starbucks card promotion is taking some unexpected PR heat.
"Starbucks should be ashamed of themselves for pairing up with a deceptive company like this," says Chad Burrows, president of a commercial Converse All Star 2 Shield
Larry Smith, senior consultant at the Institute for Crisis Management, says Starbucks should consider "extending the offer" or at least make more of the cards available to general consumers. And Gilt, he says, needs to take responsibility and explain how the early posting happened.
Now, Starbucks is feeling the heat from some disappointed customers. There were Converse For Girls 2017 only 1,000 of the cards sold, in total. Neither Starbucks nor Gilt will say exactly how many were sold ahead of time between the accidental posting on Gilt's site and the early availability to some Starbucks VIP members.
Gilt Groupe founder Alexis Maybank says the card "certainly got out earlier than we anticipated." The accidental early post occurred after a "sale preview" page on the site had a technical issue that allowed some customers to purchase early.
"I'm not speculating on what we could have done differently," says Starbucks spokeswoman Linda Mills. But after the Gilt link prematurely went live, she says, about 100 cards were sold and Starbucks honored those sales. "It was unfortunate that the link went up early," she says.
Gilt snafu sells Starbucks Metal Cards early
For Starbucks, it may be a hard lesson in what can happen when a multibillion dollar company risks its reputation by relying upon a vendor to pull off a high profile promotion without a hitch. What should have been a PR bonanza for Starbucks has devolved into something quite different.
Converse For Girls 2017
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