National data breach of an online retailer

The challenge:

fowlstone was called in after a leading national retailer had its website hacked, resulting in the loss of a significant amount of customer data, including credit card details and other personal customer information.

fowlstone’s approach:

We immediately implemented a communications strategy to place the client on the front foot, by quickly and efficiently informing customers who had been impacted, including providing them with a series of recommendations regarding what next steps they should take.
We also relied on third-party endorsement to bolster the client’s credibility to engage with reputable experts in the legal and IT cyber security professions and to demonstrate the company had taken active, decisive steps to address the issue.
We prepared comprehensive responses to possible questions from customers, media and other stakeholders, and armed all staff and customer service agents with messages to support the communications strategy.
We devised reactive media materials to ensure the company was positioned to respond rapidly to any media engagement.
As the situation evolved and became public on social media, fowlstone developed strategies and drafted responses that addressed customers’ concerns, while seeking to control the spread of the information.

The results:

By taking a proactive approach to informing customers, and providing them with practical recommendations to help them to secure their information, the company was praised by customers for its handling of the situation.