NET-A-PORTER ORDER PROCESSING GOES AWRY
NET-A-PORTER'S CUSTOMER SERVICE IS DOWN. UN-CONTACTABLE, UN-SERVICEABLE, EVER SINCE THE BEGINNING OF THIS MONTH. Photo: YOSHIKAZU TSUNO/AFP/Getty Images.
Recently,
Net-A-Porter has been receiving a wave of complaints. Bouts of orders were significantly delayed. We examine what happened to a company once known for agility in order processing and shipping.
"A company that changes hands often, is not one that seeks quality of service provided to each customer but mass market expansion and whose sole concern is the profitability of the business, which unfortunately does not include customer satisfaction of discerning audiences in matured markets."
If you don't already know what is Net-a-Porter (NAP)
Natalie Massenet started Net-a-Porter (NAP) in 2000. In 2015, Italian
luxury retail ecommerce company Yoox merged with NAP to from
YOOX NET-A-PORTER GROUP (YNAP).
Uniquely
positioned in the high-growth online luxury sector, YNAP has a client base of
more than 3 million high-spending customers from over 180 countries, employs
nearly 5,000 people and generated revenues of almost $2.5 billion in 2017 – half
of which were from mobile sales.
In 2018,
with a valuation of $6 billion, YOOX NET-A-PORTER became part of Richemont
Italia Holding S.p.A. one of the world’s leading luxury groups that owns a
portfolio of brands such as Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Van
Cleef & Arpels, Chloé, Montblanc and Officine Panerai in Italy.
Federico
Marchetti is Chairman and Chief Executive Officer of YNAP.
How did this happen?
On July 1, I made an order with Net-a-Porter. I was very
pleased with my previous order which I had placed about a week ago and it
arrived lightning quick.
I was well aware that it was the sales period and there could be
delays of up to 48 hours (2 days) to process it.
Seemingly nothing unusual happened then 3 days passed and my
order status still read as "processing".
Detecting something unusual, I sent them an e-mail
and received no response after an entire working day had gone by. After a
week of silence, it was the last straw.
Since no one responded to e-mails sent to
customercare@net-a-porter, the only other option was to attempt contacting them
via social media - Facebook.
Poor handling of the
matter.
On their Facebook page, I was surprised to
see many negative reviews from other online shoppers around the world who were
experiencing similar problems with their orders - delays of over a week or two
on their order.
After posting what I wrote in my un-answered e-mail on their
Facebook page, I received an e-mail the next day with an insincere apology and
a note from one of their customer "care" staff saying "While I
cannot guarantee a date of dispatch you will receive an email with the DHL air
waybill once dispatched."
It was an unacceptable, if not useless reply. By this time, a
week had gone by without any clue where the items paid for were.
Many customers were left clueless, high and dry as their
goods were on hold (if available at all), without any notice of what was
happening.
The most recent reviews of Net-a-Porter were negative. On SiteJabber and Trustpilot, some people were also experiencing unexplained order delays.
That left me and many others wondering...
What could have
happened?
Yoox Net-a-Porter CEO Federico Marchetti Photo credit: Jamie Stoker, Vogue HELLO FEDERICO, ARE YOU LOOKING THE RIGHT WAY?
According to Vogue Business magazine, "The
central logistics hub for Yoox, The Outnet and the Online Flagship
(Net-a-Porter) division is Interporto, a seven-building complex in Bologna
where inventory is tagged, photographed, uploaded to product pages, stored and
packaged — a process that can be completed in a matter of days."
The luxury e-commerce giant has eight local logistics hubs in London , New York , LA, Dubai , Shanghai , Tokyo , Hong Kong and Milan .
The fulfillment of Net-a-Porter and Mr Porter in London would eventually be migrated to a site in Milan . This could be a
possible reason why some customers are experiencing severe delays.
I imagined why Net-a-Porter has remained silent
about the order shipment delays and some of the possible scenarios include fire
at a warehouse or looting.
A more boring reason could be related to its new
system implementation which wasn't fully ready or thought through or the sheer
fact that they have insufficient or quality staff.
What I did to resolve the shipping delay
Left with no other way out, I had to tell them of my next step of action
which I deliberated on because I really did enjoy purchasing from them before.
There are few brands I am loyal to because loyalty is earned via consistent
trust and quality be it in a brand - a company or an individual. NAP used to be one of the very few companies I could fully trust.
Having to post on their Facebook page again, informing them this time I would be contacting the relevant authorities
which really sounded like a thinly-veiled threat, but it was not my intention.
I had no choice.
They weren't going to do anything about my order, worse still not even consider my request of providing any reasonable explanation for the delay, a priority.
They weren't going to do anything about my order, worse still not even consider my request of providing any reasonable explanation for the delay, a priority.
My order did arrive three working days later after they
responded to my statement. The items arrived brand-new and beautifully packaged with a
hand-tied bow.
What Net-a-Porter Needs
to Do
When dealing with a massive delay affecting a large number
of customers, their public relations department needs to communicate to
customers what the problem is.
They need to step forward and be honest with the
situation instead of trying to hide the problem or avoid dealing with it. Basically
they ignore customers and only respond when the ultimatum is served up.
Net-a-Porter's customer service needs to know giving the
weakest answer is worse than a non-response.
5 Reasons Why I shop
with Net-A-Porter ...and 5 Reasons Why I shop
with the competitors'
Photo: Neiman Marcus Competitor NEIMAN MARCUS and many more luxury retailers are there for customers who fancy a break away from Net-a-Porter's disastrous mis-handling of customers
1) Fast shipping (Europe to Asia )
NAP is a great place to shop at - they used to process
orders and ship them fast. I like to order my items halfway around the world
and they ship them as quickly as possible.
US standard shipping still takes a
week or longer to be fulfilled which is a little disappointing. Neiman Marcus
does better in the US
shipping arena.
2) Quality packaging
They package them in beautiful gift boxes of decent, sturdy
quality and it does not smell of dangerous dyes, varnish, petrochemical plastic
or polyester. In contrary, competitor
Matches fashion's box is a beautiful marbled print but of late it is
constructed out of really flimsy paper, nothing compared to the one they used
to ship out designer coats and shoes in years ago.
As a side note, Neiman Marcus ships out US$3,000 cashmere
cardigans in flimsy cling-film like bags whereas I receive dust bags for THE
OUTNET items, no doubt cheap plastic but still way better packaging than
cling-wrap.
3) Range of Runway
and Exclusive designer items
Net-a-Porter has arguably the largest range and variety of
designer brands, from accessories - bags, costume and high-end jewellery and
watches to runway clothing and premium beauty brands such as Pat McGrath and
Chantecaille.
They have a wider selection and designer exclusives, far
more than Farfetch, although in the recent years it seems that Moda Operandi
does sometimes carry more runway items.
4) Enhanced virtual
shopping experience
Net-a-Porter wins hands down when it comes to previewing
items before deciding to buy. It eliminates the need to "try" before
buying online.
For most products, they provide an accurate video and photo
representation of on a model with exact body/ item measurement so you can gauge
the color, texture, height, length and width of the item before purchasing.
This makes it really easy to shop in the comfort of your
home, office, on vacation or practically anywhere!
5) Tax-free and (VAT)
Tax refund
EU and US taxes are excluded when purchasing online unlike
many online retailers who still charge taxes when the items are exported. This
means unsuspecting customers get to pay double taxes while the unscrupulous
company pockets the difference.
Recently, Net-a-Porter has also committed to refunding taxes
for returned items. This sets the company as a role-model for a company which
believes in fair exchange and dealings with its customers.
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