People think it would be great to have big boobs, but it’s an emotional issue, it can make you feel isolated, and shopping at Marks & Spencer can make you feel like a freak when they charge you extra.
Here’s what a spokesperson for M&S had to say:
At DD and above, the weight of a woman’s breast requires additional support, fabric and structure in a bra and from our years of experience we know it’s critical not to cut corners on this… it would be impossible to cut prices on large-size bras without reducing quality.
My take: The decision by M&S seems reasonable (passing the extra cost to consumers) and so does the outrage from a segment of customers that is negatively impacted by the decision. Social media makes it easier for a dispersed set of customers to connect and generate a louder collective voice.
Does that mean that companies need to succumb to every protest? No. As I’ve said before, customers are not always right. But there are some lessons that companies can learn:
- Get proactive. Whenever a company makes a decision like changing prices, they need to understand what the impact is on different customer constituents. If possible, proactively reach out to the negatively impacted customers. In case of M&S bra pricing, why not phase in the price changes to give customers a chance to make purchases before the increase. Or have one week a year where you roll back the price increase.
- Choose your message carefully. In this world of social media, words and messages are even more important — because they become so highly scrutinized. Companies need to be transparent about “why” they are doing things. In the case of M&S, the retailer could have said that they were forced to increase prices for the brassiere category and felt like this was a fairer way to do it then to raise prices for everyone (given that the larger bras cost considerably more to manufacture).
- Make sure to listen. As more customer groups use social media as a meeting ground for sharing their opinions, companies need to build up their listening skills — starting with an understanding of how to analyze unstructured, unsolicited feedback. But listening is only the first step in a good voice of the customer program, as companies also need to interpret, react, and monitor.
- Be empathetic. As the number of groups that come together and complain continues to rise, companies need to get better at dealing with these issues. While they can’t give in to every request (if M&S raised prices on all bras, then they’d likely hear complaints from a group of women who buy smaller bras), firms need to develop communications that reflect an empathy for the affected customers.
The bottom line: Get ready to deal with unexpected customer segments