How Sears Could Save Millions with website Useability
Three months ago, my dad replaced two junky old fridges in the garage and bought a brand spanking new one from Sears. He also bought a warranty. The new fridge cost about $700.
Almost immediately, there were problems. The freezer wouldn’t keep things frozen. After three Sears Warranty home repairs at a cost to Sears of $750, the third repair man told my dad: The freezer works this way by design. There is an ambient temperature monitor in the unit such that when the outside temperature is below 55, the freezer raises its temperature. If your fridge is inside, it’s not a problem. It’s a feature. If you put your fridge in the garage, and many people do put an extra fridge int the garage, it IS a problem. And this is why, in the user manual, there is a page that says what number to call to order the garage kit.
OK. Think about that.
1. Sears knows that this ambient temperature feature requires an add-on kit for units that will be in a garage.
2. NOBODY EVER READS THE GODDAMNED MANUAL.
OK, if I had a nuclear power plant, I would RTFM.
Sears has sent 3 repair people out and replaced three parts at a cost to them of $750. More if you factor in phone calls to the warranty department.
Sears repair guy #3 admitted this happens all the time. ALL the time. If this happens just 100,000 times, Sears has lost $75,000,000.
Here’s how you’d do it.
1. Ohh! I want THAT fridge. Click.
2. Website: Will you put this fridge in a garage?
3. Clicks Yes
4. You will need this garage unit for your fridge. Add to your order?
I guarantee that change will not cost millions of dollars.
As someone who has bought from Sears before, this a problem across their website. For ALL their appliances. If I buy a product from you, Sears, and you know some people need the door handle on the right and some on the left, FUCKING say so at the point of purchase. That way the customer doesn’t find out until it’s too late to have the fridge delivered with the door on the correct side. If I buy a gas stove, TELL ME exactly what add ons I might need for that model.
You’re welcome, Sears.
Tags: are you KIDDING me