How our mid-market media journalists seem to revel every time the likes of an M&S trips up – and this time over its success. More online orders than it could cope with. Many insiders would say that it was wise of M&S to withdraw its next day delivery option in the wake of the massive demand it generated on Black Friday, possibly a tad unwise to warn that free or standard delivery might take up to 13 days though…..This all leads to an important question: Is it better to under-promise and over-deliver than to risk disappointing customers? We say yes, it most certainly is and in all the clamour to offer next day and same day delivery – aren’t retailers simply creating rods for their own backs. There are now 14 days until Christmas which is plenty of time for orders to be placed and successfully delivered. The sector can do without the likes of the Daily Mail and its snide “Will your M&S order arrive in time for Xmas?” headline above a story which, frankly, most editors would not have bothered to publish.
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