Once a company has made things easier for its customers, there are few things as frustrating as having them turn around and make things difficult again.
I experienced this recently at my local Kroger grocery store when they had a sign advertising a coupon for a free item.
Kroger has one of the better shopping apps available for your mobile phone. It offers more than you really need, but it builds upon the company’s shopper’s card, which helps you get discounts at the store. I find the app most helpful for “clipping” coupons to my shopper’s card. It easily replaces the old paper coupons and actually has me using more coupons than I ever did the old-fashioned way.
Back to my recent experience, I spotted a sign in the store for a Free Friday Download, which is a relatively new marketing promotion Kroger is trying. The idea is that you can download a coupon for a free item — in this most recent case, it was for a bottle of pop. So, I decided to try to take advantage of the freebie. That’s when frustration reigned supreme.
My first thought was, “I’ll just open my Kroger app on my phone and grab it from there.” I don’t remember seeing the Free Friday option the last time I was on my app, but since it’s a new thing I figured maybe I just hadn’t noticed it yet. So, I opened the app and searched while following my wife through the store. I searched. And searched. There was no Free Friday download or related coupon. I made my way back to the sign to see if I had missed some direction.
What I found was a website address. Fine, it’s not as convenient as the app, but if it was mobile-optimized maybe it wouldn’t be so bad. While the site was mobile-optimized, it was not the doorway to a convenient experience. I could see the Free Friday coupon, but I couldn’t download it to anything. The reason is that it required me to log in to my Kroger account via my email address and password.
The reason I have an app, and use it, is because of its convenience and the fact that I don’t have to constantly remember my log-in information. It just opens and works.
I couldn’t remember my log-in and I wasn’t going to waste time standing in a grocery store aisle to try to figure it out. So, I gave up. That means instead of getting a free pop and expressing appreciation for it to anyone who would listen, I am now writing a negative blog post about a customer service and marketing screw-up by a company that does well normally.
If your company an app, then use it, drive people to it, promote more downloads; never abandon it. The marketing sign should have promoted the app. If Kroger wants customers to download something, they should have them download the app, then make the Free Friday coupon available on it.
Kroger has figured out how to help its customers in many ways. Now, it needs to learn how to help itself help its customers even more.