First results in searching I decided to pick and look at for each example.
Boohoo according to econsultancy.com and Amy’s Baking Company according to nrdigitalbranding.com. These two I found had the best success and the biggest disaster. Let’s focus on them separately for now.
BooHoo is a fashion company, which if you think about logically, is a niche right now to be into, since you can figure most people aren’t going out as much. But also, with masks being a part of fashion, it opened that new market for fashion companies to explore (and I think has done well, I’ve seen plenty of people talking about their mask and it’s design). Those are just side notes thinking about fashion in general, I just personally didn’t think fashion would be as big a hit right now as it used to be, so seeing BooHoo on a list, being first too, it surprised me.
BooHoo does the ideal thing, they are trendy and attentive to their audience. They make fun posts and engage with everyone in a way that makes them lovable. A trend like fashion isn’t ever going to die, it’ll just have hiccups, but with proper advertising, BooHoo managed to actually increase sales during these rough times. I found that pretty crazy.
Amy’s Baking Company
Amy’s Baking Company is… well, a baking company. At home all day, baking is a great pass time with this scenario. I love the thought of making cookies or other treats myself, I just always am doing something else and don’t get around to it. If I do anything similar, it’d be cooking for one of the three meals a day, which is pretty different in experience. Therefore, having someone else make stuff for you when you never get around to it like me, is a great deal. So it’s shocking how a company like this managed to fail big time.
If you ever heard of a “yikes” moment, then I’d like to add another to your possible list. This company had high prices for their baked goods, so customers complained about them on reddit and yelp, which somebody will always be dissatisfied with almost anything, so of course you calmly reply with a sympathetic response and say you’ll look into it… is that what this company did? Perhaps at first, but then it escalated to the point where the company was hurling threats and insults back at their consumers! This is a massive no-no to anyone who isn’t even in business even like me, it’s obvious what happens when a public figure explodes online with hate, they receive more than what they give oftentimes. That they did, worst of all though, once realizing this grave error they tried to blame hackers, even if it were true, it’ll look like a retreat and a bad one at that, where they don’t take any responsibility.
What To Learn?
Both companies gave us something to learn from each. Soldier on and be calm I’d say is a good summary. BooHoo took the worst scenario and used all the assets available to make a good thing out of it, not giving in to the virus. Amy’s Baking Company taught future generations the importance of restraint as a business owner, even if the lesson was already well known, it’s a good reminder and example. Also, if one does have a temper with someone, don’t cover it up, admit your human frailty and apologize sincerely (which can be hard, unless you use video, to convey emotion through text).