Last Saturday, in liquor stores across the province of Nova Scotia, customers were charged inaccurate prices for their Captain's and Keith's (writer's note: real Nova Scotian's prefer vitamin 'O').

Apparently there was a computer glitch and prices that were meant to go into affect on April 1st actually kicked in early. As a result Nova Scotian's poured an extra $30k into booze over the holiday long weekend.

Like the YLC in Yukon, the NSLC in Nova Scotia is a crown corporation, meaning it enjoys a monopoly on alcohol sales in the province. So, what does a monopoly do when it makes a mistake? In the case of the NSLC they take to social media within hours of realizing their mistake, apologize, take full responsibility and publicly commit to refunding any and all mistakes.

(Do you have a customer experience story gone wrong or made right? Share it in the comments below)

As a brand communicator, this makes me smile.

What's more, they executed. The NSLC made it possible to request a refund in stores, via e-mail and by phone. If there was a way to text a refund they likely would have tried. To top it all off, the corporation announced on Thursday it would donate the entire thirty thousand dollars to a charity of its customers choosing and launched a way for Nova Scotian's to vote online for the charity they believe should receive the funds.

Sometimes mistakes have a way of showing a person or company's true colours. For over a decade the NSLC has aggressively improved the in-store experience with a province wide facelift, weekly sales, promotions and a relentless focus on the customer. It was able to communicate so quickly with so many upon discovering the mistake thanks to an honest investment in social media.
As brand communicators we challenge companies to be themselves and make decisions that reflect why everyone comes to work in the morning. The open, honest and fast action by the NSLC speaks volumes about why its team comes to work in the morning. In the end, it's tough to be too upset with a company that makes such an effort to 'make it right.' 

Could you imagine this happening in Yukon? How would the YLC react?

@yukonneil is a Nova Scotian living in Yukon with a background in beer sales and marketing.


Be the first to comment

Most Read Articles

Taking Advantage of Tourism

With warmer weather comes…tourists. Whether we like it or not, for the next couple of months… Read more

The Lowdown on Slouching

From childhood we are told to “sit up straight” and “stop slouching.” But if slouching is… Read more

The History of the Pencil

Today, we are going to learn about an item that we use everyday but rarely give… Read more

10 Things You Probably Don’t Know About Albert

  1. English is my second language. 2. Once a year, I make the world’s best… Read more

Aasman Summer Potluck

Earlier this week, all of the folks at Aasman prepared their favourite dishes, left the office… Read more

Last day for feedback on the Peel Watershed

You've seen it in the newspaper. You've seen it on Facebook, radio, posters, on a stage,… Read more