Product recalls are inevitable. In 2016, there were over 5,000 in Europe alone. That’s at least one every 2 hours. Poorly handled recalls can have a significant impact on brand reputation, consumer loyalty and future business success. However, a well-planned and executed product recall improves brand perception for over 85% of customers.
Expect the Unexpected
Despite intensive product testing procedures, businesses are not infallible. Some
recalls are unavoidable if products are found to be defective or potentially harmful
to the consumer. Product recalls and retrievals, irrespective of the size of brand and sector, cost businesses time and money, and can affect short- and long term brand reputation and customer loyalty.
As an experienced, global recall partner, we know that most businesses do
not have a contingency plan in place before an issue arises. To determine how
prepared your company is for a product recall, you must test your people and
procedures. A thorough mock recall will provide an analysis of how effective your
organisation’s decision-making, logistics and response processes are.
Implement Your Strategy
A multichannel approach to notifying consumers during a recall increases
engagement, thus improving communications. Having a specialised contact
centre, confidential data registries of customers, traceable direct delivery
records, safety alert procedures and online tools for consumers to access the
information that they need, will help improve your reputation as a responsive,
A robust recall plan helps to quickly locate recalled products for effective
removal. With the correct contingency plans in place, a recall event can be
effectively managed to mitigate financial and legal risk, increase customer
loyalty and prevent irreparable brand damage.