I did a stupid thing the other day.

I packed for a trip to the UK from Ireland, and forgot the power pack for my MacBook Air. Realising the error of my ways, and with an hour’s juice left, I went online to see if I could get one delivered to me the same day. I had heard that with Amazon Prime Now you can get stuff delivered in big cities like London within the hour, which was perfect.

I couldn’t see any Prime Now offers for the charger I needed. Then someone told me that Prime Now was a mobile thing, so I needed to download the app. I couldn’t find the app, which was when that same someone told me I probably couldn’t see the app because I lived in Ireland where Prime Now was not available. No problem, I’ll change my country to the UK in my Amazon settings. Except that it’s not straightforward and you have to jump through a lot of hoops to do it.

No problem said that same someone, I’ll order it for you with my Prime Now app and get it delivered here to the office. Great, except that the app wouldn’t allow him to change the delivery address from his home to the office. Not a good first impression…

We gave up. I walked 3 minutes to a local electrical store, they had the power pack I needed, which I bought, and I was back in the office in 15 minutes.

You see, when your ecommerce technology fails your customers, they leave you and go back to good old bricks and mortar.

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