Something that online delivery services have been doing lately is sending somewhat flirty, somewhat funny, and sometimes somewhat inappropriate mobile notifications to customers. While it is true that they grab attention, there needs to be certain boundaries that are maintained. Here’s why.
Zepto recently found itself in hot water after sending out an unsolicited notification that left a Bengaluru customer, Pallavi Pareek, both shocked and uncomfortable. The notification, which was meant to promote i-Pill (an emergency contraceptive pill), ended up reading, “I miss you, Pallavi. Says i-Pill emergency contraceptive pill,” followed by three teary-eyed emoticons.
Naturally, this didn’t sit well with Pallavi, who promptly took a screenshot and shared her concerns on LinkedIn, highlighting the issues with the message.
In her post, Pallavi pointed out that she had never ordered an emergency contraceptive pill from Zepto, which made the notification even more perplexing.
“Even if I did (order the pill), you should know that this is not something that should be missing me or I should be missing it. You want me to have a need of taking an emergency contraceptive?” she asked.
Pallavi expressed her discomfort with the “sleazy” nature of the notification and how it lacked sensitivity.
“Messaging is right only if it is sensitive or humorous or has some logic to it. I draw a line when your notifications are flirty or trying to be sleazy cheesy. But this is a little too much,” she added.
That said, Pallavi was quick to clarify that her issue wasn’t with Zepto as a whole but with the specific message.
“I love Zepto as an app. They are a huge backbone to my life considering I rely heavily on such apps to place orders,” she explained, stating that her post was meant to highlight the flaw in the notification’s messaging and not a criticism of the i-Pill product itself.
Have a look at her full post here:
As the company drew attention, Zepto’s official LinkedIn account responded to the post and apologized. Zepto’s Chief Brand Officer, Chandan Mendiratta, also replied to the post and claimed that they would dig deeper and fix the issue.
In a world where notifications are a constant part of our lives, it’s clear that brands need to tread carefully with how they communicate, particularly on topics that require sensitivity.