What: Online customer service during a pandemic-driven lockdown has proved a challenge.

Why is it important: Premium goods need premium service.

Selfridges is curated, luxurious and service-orientated but taking this experience online during a pandemic-driven lockdown has proved a challenge as has been seen from customer grumbles about delivery delays, mishaps, and slow returns

With department stores suffering so much with their traditional bricks and mortar outlets facing the on/off lockdowns - brands like Selfridges needed to pivot and focus on their online offer. But could it be that this highly decorated store is struggling to deliver to its exacting standards in the same way online?

Sales at the business have said to be resilient during the pandemic thanks to what is reported to be an investment in its online capabilities. The Times reported that sales in the year to February 2020 were up 7% to £1.97 billion, but since Covid-19 hit, operating profits had fallen 10% to £88 million. Selfridges has reportedly endured the “most difficult year” in its 113-year history after such a significant drop in profits.

The big draw to Selfridges department stores has been very much around the experience - from the installation of cinemas to more spectacular galleries such as the Wonder (which were opened by the soul and Motown legend - Mr Stevie Wonder – naturally).

Is it simply that the e-commerce is the issue, the operations, the call center, the culture - or all of it? Calling the helpline can be a frustrating experience, as customers are referred back online with their service issues and the wait time to speak to a service team member can be lengthy (up to 30 minutes).

Anne Pitcher is certainly seen as the driving force behind Selfridges success, and also launched the Project Earth initiative in which the group wants to raise the bar on industry standards in sustainability, extraordinary customer experiences and restless innovation. Hopefully an immediate focus for Selfridges is also inclusive of a review of the current experience for their distanced customers, some who clearly feel that very basic customer courtesy is not being met.

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