Online shoppers tend to be savvy, and vocal if things go wrong. Being on the front foot with communication is key. This story was viral online well before A Current Affair picked it up. Now, on social media since the ACA story, the pile-on has surged.
While their comms could have been better and their back-office more organised, plenty of responses go too far.
In the last two weeks our own online businesses have shipped thousands of orders with half of those sent Express Post because of a supplier screw up that saw product arrive late.