When M&S get our knickers in a twist, the customer is always right
Ladies, I have written in these pages before about my stance on big pants. Not “in” big pants, because I don’t. I couldn’t possibly and I never would, but I respect other women’s inalienable right to acres of seam-free coverage.
So I was quite heartened to learn of Marks & Spencer’s response to the indignation expressed by one of their customers on BBC Radio 4’s You and Yours. (Oh Lord. I’m not sure I’ve ever written a more middle-class sentence since that time I got a refund on an Egyptian cotton duvet cover at John Lewis. All I need now is a cameo appearance by Mary Berry and a fleeting reference to Antiques Roadshow and I can join the cast of Miranda.)
But back to the First World anguish of unconscionable shrinkage and migrating front seams, which have caused a lot of dismay.
After they received a vocal complaint, M&S promptly did a U-turn, apologised for getting the nation’s knickers in a twist and pledged to restore their smalls back to bigs.
And that is why we love M&S. They listen. They respond with
alacrity. They know their customer base. As Toys R Us and Maplin go into administration, it’s a harsh trading environment out there, and customer loyalty is at a premium.
In the battle between clicks and bricks, online shopping remains on an upward trajectory. But we still like physically browsing and being made to feel welcome, even when we don’t buy anything on the day.
I’ve been surprised by the places I’ve had both superlative service and the polar opposite; my local Sports Direct is staffed by the nicest, most engaging staff.
Gap, on the other hand, is getting more stand-offish. The White Company is a joy to visit. Cath Kidston, not so much.
The layout of Marks & Spencer may be a bit of a confusing mess, despite efforts over the past I-don’t-knowhow-long to make it less so. Yet it successfully trades on its reliability.
That might not sound terribly sexy. But neither are big pants, and the nation can’t live without them, either.