Clients take Kmart to task over website

Kmart has faced a backlash from customers over out-of-stock items on its website – but says it is working hard to improve its online shopping offering.

Last week, the company said it would be holding an online only ‘‘bright Friday’’ sale for Black Friday.

But the announcement was met with complaints. One commenter called on the company to overhaul its online presence.

‘‘Can you guys please sort your website out. It is so frustrating to put stuff in the cart only to be told it is sold out online.’’

Another: ‘‘Get ready to place your order only to receive a refund notification days later, it is like this on any given day so why would a ‘bright Friday’ special be any different?’’

One commenter said she had tried to put in an order on Monday. Of the 24 items advertised on the webpage, only two were in stock, she said.

Callum Smith, Kmart’s general manager of general merchandise, said the company had been working hard to improve website performance and functionality, so that it could manage increased traffic on its website and provide customers with a better experience.

‘‘We have increased online capacities and have a digital queueing system ready to implement should capacities get too high. This will ensure our site is running to its full potential,’’ Smith said.

Kmart’s product pages currently display stock availability based on island location (North or South) and then filter to a local store level at checkout, which is why product availability might change, he said.

‘‘We understand that may be

frustrating for some customers and we are looking to resolve this user experience next year.’’

First Retail Group managing director Chris Wilkinson said that the larger retailers had traditionally used online platforms as a window into what was available in store.

‘‘Fulfilment of these kinds of orders is actually quite expensive. Overseas, there is a lot of automation but here we have not got that automation yet,’’ he said.

‘‘In many ways, these big retailers don’t want you ordering online low-value type goods where it is actually quite expensive to fulfil.’’

But consumer expectations were changing the equation for big box retailers, he said.

‘‘Many of those ordering online on Kmart are not within reach of a Kmart store and for those customers, in rural or provincial areas, it is actually a quite big deal.’’

‘‘We understand that may be frustrating for some customers.’’ Callum Smith

Kmart GM of general merchandise