Customer experience

Dear CEO of Imerco: Why I choose to buy my stuff online


Dear CEO of Imerco.

This evening I have had the worst experience I have had in a store ever. really, it was THAT bad (I even choose to use a bit of my  precious time to blog about it – that’s how bad it is). Anyway I have worked “a bit” around e-commerce in my days on the internet and the reason for buying stuff “in real life” (aka. physical stores) has to me always been the personal experience. However these days I get a much better experience online, almost everytime.

This evening something happened to me in your store in city2 that was extremely disappointing to me.

Now, I am in the lucky situation that I got married in May. We got a gift certificate for Imerco that we have been using a bit here and there. Tonight we needed a new sandwich toaster because we have wires sticking out of our old one. We choose to drive our car to city2 where we knew you have a store.

So we look around and you have 1 (1!) toaster on your shelf in the imerco store in city2. We ask the clerk (there was 4 of them in the store and they where really busy talking to each other instead of talking to us) if she has another toaster, she says no. OK very limited choice we think, but since we have a gift certificate we are interested. However the clerk has no intention of trying to sell the only toaster model she has to us. So we leave the store and walk into inspiration (a competitor) where they have the same toaster. It’s a real cool one – so after discussing it we walk back to Imerco to buy the one model they have.

We enter the store and I ask if we can buy the toaster to another clerk. Meanwhile the other clerks are loud and laughing and not being very service oriented at all, hmpf. The “new” clerk tells us that she has to look in the storage room if they have a boxed new toaster that they want to sell. She’s gone for 5 mins. meanwhile we stand still by the toaster shelf waiting for her.

She comes back from the storage room and goes to talk to the other clerks. We think it must be related to the purchase we are trying to do and she’s supposed to be selling us something. However she stands there for 5 minutes and we decide to leave because we are pretty pissed off by now. I get eyecontact with her and she asks “may I help you?” incredible! it leaves me laughing a bit but it infuriates my husband. He tells her that she was actually serving us  and she hasn’t given us a reply about if we could by the frickin toaster. She simply says “oh I thought the others had told us that we don’t have any”. We run out of the store speechless.

Wow. Simply. Wow. Having this experience left me feeling stupid and underestimated. Theres no way I will ever enter an imerco again. Seriously.

So this is why I will probably throw out my wedding gift certificate of about 1000 kr for imerco and buy my stuff at an online reseller:

starblue More models online

starblue Better prices

starblue If they don’t have the product they don’t list it

starblueNo clerk ignorance and stupidity

starblue In online stores you know that people are selling you stuff. You don’t need to beg a clerk to serve you nicely.

starblueOnline I don’t get a really bad service, as I do at your store.

starblueI don’t have to search around for the products in an online store, I can simply use the search field.

starblue I don’t get to waste hours driving to a mall to buy a toaster that turns out to be my worst customer experience ever

All the best

Henriette Weber
ps. I think you can do much better than this

4 replies on “Dear CEO of Imerco: Why I choose to buy my stuff online”

Sad story for the company, consumer and employee – as someone has to go in the long run.

Checked their proclaimed values at and found this:


De tre små ord

– Interesse
– Indsigt
– Initiativ

Med sÃ¥ fÃ¥ ord kan vi præcisere, hvad det er, der kendetegner Imercos inderste sjæl. Det er nemlig det fælles værdigrundlag, som vores kunder møder i butikken.”

Oh my, somebody’s must have been sleeping during training day 🙂

Did you sent this blog post as a letter to either CEO, Ib Berntsen or Chairman of The Board, Søren Bjørn Hansen. I bet they long to hear from you and get a better understanding of their, obvious, decreasing sales.

hmm maybe I should do that. I was kinda thinking that they would be overlooking blogs – but I guess not. one email coming up =)

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