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Chris Syme said on June 2nd, 2014 at 11:38 am

My take Russell: From a crisis standpoint, mistakes like this don’t require a measured response proportionate to what it costs you to right the wrong. In other words, if it’s really costly for us, we won’t right the wrong. That’s only the brand’s viewpoint. Mistakes like this are measured by reputation hits, which can ultimately be more costly. Many companies have already learned this lesson the hard way with merchandise mistakes. If you screw up, you pay the price. It will make you more vigilant the next time. You can’t screw fans because you screw up–ever.

Steve Seiferheld said on June 2nd, 2014 at 8:44 pm

Considering the lack of rational behavior sports fans exhibit, why try to be rational with them in an email? Situation like this, you honor the sale and leak your doing so into the media. In fact, you even build it into a contest where for 30 seconds pet day, you have an errant price on hot merchandise. Boost website traffic.

Marcus Dittmer said on June 3rd, 2014 at 12:21 pm

To me, you have to go all or nothing (and likely should do all). The most egregious part of this – and likely what upset so many – is that the NHL effectively gave some fans a $120+ discount while giving some fans a $10 discount. You’re admitting your mistake but only allowing a percentage of those who took advantage to reap the benefit.

Karen said on June 3rd, 2014 at 9:28 pm

I am a former brand marketing exec and I strongly believe that a company must stand accountable for its mistakes. They should honor the offer they mistakenly made for ALL people who had a confirmed order before the mistake was corrected. The loss is far less than $120 per jersey, as $199 is the marked up price. I am sure the true cost is a fraction of that.