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Story time: I was on a lookout for a new keyboard for my iPad recently, and so it happens, the model I wanted was sold out at Apple.

The only way was ordering online, with a delivery time almost 3 weeks later. So I did order, as it was the only viable option.

Imagine my surprise when this weekend the store had the keyboards in-store for pick-up, while I would still need to wait another week for the delivery to arrive… to the store.

There should be a better way, I think. What about offering an e-mail alert: Hey there! We are still processing your order, but it seems a shipment arrived at your store. Maybe would you like to try to pick it up there?

It’s relatively easy to leave a good aftertaste. It just requires good will and a bit of work.

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