Tesco is engaging their customer through
playful design. Playfulness is often
overlooked when crafting online experiences but online shoppers looking to
purchase a Brabantia Ironing Table Cover from Tesco are being asked to place
their purchase in the uncertain outcome of a Lucky Dip. The product page
displays the following two designs but the customer is not able to select their
preferred design.
When I queried this with Tesco Customer
Services I received the following response:
“I was very sorry to hear that you were
unable to select the red ornament design of the Brabantia Ironing Table
Cover. I can understand that this has
been disappointing. I have checked this for you and regrettably this item is
supplied in mixed boxes and it is not possible to select which design you would
prefer to receive. It will either be the
red ornament or titan oval design.”
I therefore had 50/50 odds of receiving my
preferred design. I entered in to
Tesco's playful spirit and took the gamble, purchasing the item online and
arranging to collect in-store.
The final twist came when I collected the
Ironing Table Cover, and Tesco upped the
element of surprise by giving me this subtle Lime Green Design! Who needs choice?!!
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