retail news in context, analysis with attitude

Published on: June 16, 2010

by Kate McMahon

If the folks at Nabisco were expecting their free cookies and milk promotion on Facebook to be a slam dunk, they got a taste of social networking reality instead.

The one-day coupon was available on June 7th on Nabisco’s Facebook page, which boasts an impressive 414,000 fans. The promotion garnered favorable publicity in the mainstream press as well, being cited as another example of corporations connecting with the consumer through social networking sites such as Facebook and Twitter.

Basel Magleris, a Nabisco corporate affairs honcho, was quoted as saying: “What’s special about the Facebook page is that it’s full of people who’ve raised their hand to say they love Nabisco cookies. It gives us a way to talk to them directly about our products.”

All of which is true. But the lesson here for Nabisco - and for other retailers, manufacturers and service providers - is that it’s more important to listen.

There were, of course, happy customers who redeemed the coupon and chimed in with accolades for their favorite Nabisco brand – “Fig Newtons are my FAVE!!!” and “OREOS, all the way baby!”

But there were more customers (40 of the first 50 wall posts) venting their frustrations about the promotion - coupons that failed to print, stores that refused the coupon, and Nabisco’s failure to respond to their concerns. Oh, yes, the fact that it wasn’t really free, since a consumer was required to purchase one gallon of milk, another milk of any size and one package of Nabisco cookies in order to get another package of cookies for free. (The previous month’s offer only required one gallon of milk.)

Some sample comments:

• “Walmart in Shreveport, La. will not take coupons printed on the computer! Went there bought the milk and embarrassed myself at the checkout counter while they asked their manager.”

• ”THIS IS SILLY! TOO MANY PEOPLE ALL SAYING WE COULDN'T PRINT THE COUPON!”

• ”Does anyone know if the coupons are only redeemable in certain sections of the country? We've tried every store in 3 counties w/refusals from all. What's the deal?”

• “Here in Florida I would have to spend $8.55 in products to get a ‘free’ Nabisco cookie, which is on sale for $2.98. NO THANKS.”

And when Nabisco posted a reminder about coupon expirations, this response was typical:

• ”Thanks, Nabisco, for reminding me that the stores in my area won't accept your internet coupons. Makes me feel just great. BTW have you done anything about this yet??? Is anyone from your company reading this??? Does anyone from Nabisco care???”

Clearly, there are consumers frustrated at their computers and at the checkout counter, and retailers also feeling their frustration.

I’m completely baffled that a company such as Nabisco has failed to respond to these consumers, who joined the page to say they loved the product. My efforts to get a comment from Nabisco have been met a similar fate – no response.

And since Nabisco is planning to run a similar coupon on the Monday, July 5th, I certainly hope its social networking team will take the time to listen, and make the necessary changes. Or the only taste the participating consumers will remember will be that of sour milk.

Comments? Send me an email at kate@morningnewsbeat.com .

Published on: June 16, 2010

by Michael Sansolo


There are three words I hate to use: I was wrong. Sadly, I have to use them today.

A while back I wrote that there was nothing we could learn from Congress as I mocked one recent debate. I used public comments by two senators to make a point about technology and those who claim glory in avoiding it. The truth is we have a lot to learn from Congress, especially to understand why many Americans loath that institution.

In response to my column one reader suggested Congress is no longer necessary. Armed with today’s technology, this reader argued, Americans can simply vote on everything Congress currently handles. It’s not an idea I’d agree with (as you’ll see later in this column.) But I think the argument presents an interesting lesson for any company or individual: Are you relevant and necessary ... or do you just get in the way?

In today’s world computer-enabled consumers can do everything for themselves. Armed with everything from Amazon and Alice to Zillow and Zappos, they can find every manner of product from chewing gum to homes, sneakers to cars. Today’s shoppers can download more information than most sales people used to have and can make informed and wise decision.

Of, course, that’s only if they have the time and motivation. More correctly, they’ll do it unless someone else does it better.

Years ago, supermarkets used to live by a simple motto of being the purchasing agent for the consumer. That was no small statement or objective. In short, supermarkets had to sift through a wide variety of products to assemble a store featuring the products and services that shoppers would desire. Back then, shoppers couldn’t possibly know of all the varieties or choices that weren’t shown and were dazzled in fact by the choices they had.

That changed. Too many decisions started getting made more on the basis of the buy instead of the sell and in the age of the Internet traditional stores saw erosion in cherished shopper relationships. This didn’t just happen in supermarkets though. Today’s shoppers program their own music through iTunes, their own television through DVRs, their own cars through Edmunds and on and on. Faith in institutions has eroded and shoppers increasingly trust in themselves first, whether it comes to collecting nutritional or medical information or selecting political candidates shunned by party leaders.

But it doesn’t have to be that way. Even in the midst of the age of chaos, there are companies who successfully serve as a purchasing agent for the consumer. Visit any Whole Foods or Trader Joe’s to get a sense of how a retailer can tailor product mix to fit a certain clientele. It’s an instructive lesson and it happens to be right in our industry. Shoppers overwhelmed by the range of choice can be guided and directed if they have a sense of trust in the purpose of the institution.

It’s worth remembering this as the debate rages on concerning assortment or direct to consumer sales by manufacturers. The bottom line is that if you bring value to the experience you can win. If you don’t, well, then you appear to be a middleman adding nothing to the experience but cost and time.

And that’s where Congress gives us the lesson. In all honesty, we need Congress. The American people may be well intentioned, but the thought of us voting on every issue of importance is scary. (Just look at our choices on American Idol!) It strikes me that both parties have done a dismal job of explaining their decisions and thinking and both have managed to find new and creative ways to erode our trust.

Sometimes politicians are supposed to take difficult stands, unpopular stands or far-sighted stands that should be explained to us in adult terms, not sound bites. That’s called leadership. So you see, there is a lesson from Congress.

Prove you matter or get out of the way. Because whether it comes to buying a product or voting for a candidate the choices are wider than ever. Either you add something or improve the experience or you don’t. And we vote.

Michael Sansolo can be reached via email at msansolo@morningnewsbeat.com . His new book, “THE BIG PICTURE: Essential Business Lessons From The Movies,” co-authored with Kevin Coupe, is available by clicking here .