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JANUARY 19, 2023|RETAIL & ECOMMERCE


Store Insults Customer ... Or Customer Scams Store? This Story Has It All.


It was supposed to be a clear cut story of an overly aggressive retailer unloading on an innocent customer. That's certainly how the headline for this story makes it sound: A Woman's Awful Experience Getting Refunded for a $19 Candle on Etsy Went Viral After the Store Kept Insulting Her. As you read the story, though, the conclusion doesn't seem quite so simple. Yes, a woman ordered a candle by accident and asked for a refund. And the store's response was unnecessarily snarky. But then you see the customer's first inclination is to out and shame the retailer on social media, effectively "weaponizing" her voice to extract revenge.

So is the customer always right? Or is this just an extreme use of force directed at an undeserving small business just trying to survive? The way you answer that question might say more about you than either the customer or the retailer.

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A Short Backstory Of This Blog

This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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