Does Your Brand Communicate with Customers?

Like many of us during the covid pandemic, I shop more online than in the pre-covid days. This translates to purchases made via websites that in the pre-covid era, I would have visited stores in person to make my purchases.

One recent item consisted of three dozen colorful plastic hangers. While this item was not a necessity, it added some smiles when hanging clothes during the challenging covid era.

I chose some teal, purple, red, and yellow hangers on a retailer's website, and completed the online purchase. A few weeks later, in a timely manner, the teal, purple, and red hangers arrived on my doorstep. They were just as advertised, and immediately, they "met" some clothes and were placed in my closet.

But something was wrong. I noticed that the yellow hangers were missing. Soon after the box's arrival, I received an email indicating that the yellow hangers were not available from any nearby stores, but they would arrive shortly.

I don't know about you, but "shortly" means "soon" to me, certainly, within a week or two. Otherwise, the store should have sent another email and either provided a delivery update or asked if I wished to cancel my order.

Two months later, and still no yellow hangers. I only purchased five yellow hangers for a total less than two dollars. But where is the update from the retailer? I have sent a couple of emails asking for an update, and I have received no response to any of my communications.

I understand that we are living in a different world, but if a brand offers to sell products, and those products are not available, and the brand accepts payment, then it owes its customers an explanation or a refund. 

You can probably guess the name of the brand I'm talking about.

What would your brand do in this scenario?