Customer acquisition can be extremely competitive in today’s landscape, so when you get someone to your website, or even better, get them to purchase, it’s important to meet expectations and do the minimum of what’s expected.
This purchase teardown takes a look at Serena & Lily. They are a popular furniture brand that is a frequent resource for designers and consumers alike.
Upon visiting the site I was greeted with a popup that advertised 15% off for signing up for their list. Given the price-tag of most of their items, that 15% could end up being worth quite a bit. So signing up was a no brainer.
I then browsed the site, while channeling my Joanna Gaines, to find the perfect rug. Five or so minutes later a rug was selected and added to the cart. Now it was time to go grab the discount code that was sent to my Inbox.
The only problem, there was no email to be found.
Ten minutes later. Still no email.
Fifteen minutes later… still no email. So I hopped on their customer service chat to inquire. Unfortunately, the agent didn’t have any codes available and the best they could do was to tell me to make the purchase and give them the order number so they could then refund the difference.
The purchase was made and the discount was done after the fact. Not ideal, but it worked.
A day later, a shipping confirmation email was received, which was awesome, but it, unfortunately, didn’t include a tracking number or link. There was an order number listed, so out of curiosity, I went back to the site to try and get some sort of transit information and found a Track Your Order page. See the general info below.
So according to that, most deliveries will arrive in two weeks, but we could land in a 5-10% group that either gets the delivery in one week or three weeks. You following that?
I entered my order number and zip code and was taken to a tracking page where there was no delivery date info listed, but there was a tracking number. So like you probably would, I clicked it to get more information. Below is what was seen.
There’s a FedEx tracking number listed at the bottom left of the page that was cut off from the image. So awesome, lets now go track that FedEx tracking number.
If you just heard a loud thud, that was my head hitting the desk.
So, not to give up, I emailed customer service to try and get some info. The first email back resulted in a reply that included my tracking number and nothing else. As in, not a single word.
One day before this writing an email was received stating that the tracking number actually pertains to when the rug will arrive at their warehouse. The same email stated that the lead time is 4-6 weeks, not the 2-4 referenced on the product page. But hey, the good news is that we’ll then get white glove delivery… for a rug.
So after all that, there’s really no telling when the rug is going to arrive.
It Can Be Done So Much Better
There are so many great pop up solutions on the market that there’s really no reason a customer shouldn’t receive an immediate discount code no matter if it is done via a pop up thank you screen or via email.
In the furniture space, people are typically shopping multiple sites and this beginning experience could make or break the conversion. Had I not been curious about how the process was going to play out, I would have easily have gone with an option on one of the other sites.
And then we get to the shipping information fiasco.
The current structure Serena & Lily has in place doesn’t make sense for the consumer or the brand.
- It wastes the customers time
- It creates customer frustration due to an overall lack of information
- It requires customer service to give vague non-answers that likely result in multiple touch-points
The brand currently appears to have both a technology and communication challenge that is likely causing unnecessary customer frustration. By addressing these issues Serena & Lily could create a much more desirable end to end experience that results in increased repeat customer purchases.
Hopefully the rug will arrive at some point this year. 🙂