My Recent Order at Mytheresa, and How Customer Care Failed It

1. A while ago, I placed an order at Mytheresa. It had been ages since I last ordered from them, although I used to shop there regularly.

2. Some time after placing the order, I received an email “from the CEO” with a £100 credit to spend.

>>> This is the clienteling misstep. I often say e-shops lose both the opportunity to build loyalty and to drive further sales with actions without clear purpose. They may result in a one-time touchpoint, but won’t convert into a long-term relationship.

It reminded me of when I once received flowers from NET-A-PORTER — a month after my birthday (which would have made much more sense) and close to my EIP status ending. I had never received flowers from NAP before.

Similar here — I had my birthday close to receiving the gift card, but the gift card was not connected to the big day.

3. I ordered men’s trainers. They arrived in poor condition, with a large yellow stain. The packaging itself was not damaged. By coincidence, the process from excitement to disappointment was filmed.

>>> This exposes another issue — the need for thorough order checks before dispatch. Remember the Miu Miu case where I highlighted this as a key takeaway from a service failure?

4. The communication was extremely fast — a major plus. I wrote to the store and received a reply almost immediately.

5. The proposed options were:

• return the item

• exchange it (reserving the same model till the faulty pair is received)

• keep the item and provide more photos to receive a price adjustment (usually 10–20%)

6. The consultant did not check whether the same model was in stock. I checked myself — it wasn’t — so I proposed alternatives:

• exchange for a very similar model I found — slightly more expensive and available in needed size. I offered to cover the difference.

I needed to pass the trainers on during a trip — the final receiver is in different country, — so I wanted to resolve this quickly.

7. After rather automated communication and several frustrating emails (copying large parts of policies already on the website — a poor way to communicate), the sneakers will be returned for a refund.

>>> Another common issue is following a rigid process in non-standard situations. A faulty item is the retailer’s responsibility, and resolving it requires more than a templated response.

In my e-shop, 2Jour Concierge, we once received a made-to-order order for the client from the brand. It included two trays of different marble types — but both arrived in the same marble. We apologised to the client, kept them updated during the process of remaking.

This is an example of careful verification and problem-solving communication.

8. What was meant to bring me back as a client instead left an unpleasant aftertaste.

>>> Such situations become especially important when handled (not when they actually occur), and how a store resolves them determines how much a client will trust it in the future.