IN DECEMBER 2015, a customer left a one-star review of The Fish & The Bone on Yelp. Her dog had destroyed a plush toy in mere minutes, and the offer of 20 percent off a different toy wasn’t sufficient — she wanted store credit for the full amount.
Owner Kathy Palmer saw in the situation an opportunity not only to examine her toy sales and return policies, but also to learn more about her customers and help homeless dogs.
A customer’s dog destroying a new toy within minutes prompted a negative Yelp review, which led the store to poll all its customers.
THE IDEA
Turn a Negative Into a Positive
The Fish & The Bone has never guaranteed the toys it sells, with the exception of those backed by a manufacturer. Staff members help to match products to chewing power, but they are trained to explain that dogs will be dogs.
“It’s fun for them to take apart toys, especially soft squeaky ones. They’re driven to,” Palmer says. No soft toy can stand up to all of that energy and muscle and teeth and instinct.”
She felt the 20-percent discount was a reasonable compromise and was surprised to see the review, which knocked the store’s customer service and said that a big-box chain would have given full credit to ensure future business.
Palmer decided to create a survey on toys, one with a charitable element. She emailed it to her 10,000-plus customers with the subject line: “Read our Scathing Yelp Review, Take our Poll, and We’ll Donate 100 Dog Toys to Local Homeless Pups.”
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“We have to be bold sometimes. It was about more than this one customer. I felt like we were entering into unlimited returns territory, which doesn’t work for a little independent. I had more to say and more to learn.”
THE EXECUTION
Poll the People
Palmer came up with questions to help her understand customer expectations when it came to squeaky toys. She used Survey Monkey to ask their dog’s breed, sex and age, as well as which brands they find most durable, how long they expect squeaky toys to last, how long the toys actually last, and whether toys should be guaranteed.
THE RESULTS
Learn and Adapt Accordingly
A total of 245 customers took the survey, and her stores got a boost in positive Yelp reviews, by shoppers who wanted to counteract the negative one.
Results confirmed that customers like the brands she carries and consider them durable. They also supported her curent policy.
“When I asked if squeaky toys should have a guarantee, 90 percent said, ‘No.’”
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Palmer shared results with her staff and stressed the importance of providing accurate information when selling these products. She also empowered them to make exceptions to the policy.
“We drilled into everyone how to respond when asked if a toy is indestructible. The answer is, ‘No, but we do have some that stand up better than others. Let me show you those.’ If we fail to do that, we will take responsibility and make a one-time exchange.”
Perhaps the biggest positive to come from the negative Yelp review was the donation made. The Fish & The Bone split the 100 toys between Animal Rescue League of Boston and Animal Refuge League of Greater Portland, ME. Per the customer’s request, she also donated $50 to Northeast Animal Shelter in Salem, MA.
