Brands shouldn’t be afraid of recalling faulty or dangerous products a new survey reveals, so long as it is executed well.
A survey of 3,000 consumers commissioned by product recall specialists, Eclipse Marketing indicated that brand damage is kept to a minimum during a recall if consumers are personally contacted and consulted.
Almost three quarters of consumers (72 per cent) would consider a repeat purchase following a recall if they had a good experience. Seventy-eight per cent of consumers said that they believed a well managed product recall would include personal correspondence such as a letter, email or telephone call.
70 per cent of customers would choose to actively criticise a brand both online and through word of mouth, if the recall is badly executed and communicated. Moreover, 62 per cent of consumers would black list a brand after a recall if they had experienced bad communication and customer service.
Other findings include:
• The 55+ are the most brand loyal age group with 83% saying they would consider becoming a repeat customer of a brand following a well-handled product recall
• The under 17s were the most (54 per cent) unlikely to reject a brand should they experience a bad level of communication and service during a product recall
• East Anglia (66 per cent), East Midlands (65 per cent), South West (64 per cent) and London (64 per cent) are the most unforgiving consumers and would boycott a brand if they experienced poor recall practice
• Northern Ireland (78 per cent), West Midlands (74 per cent), London (72 per cent) and South East (71 per cent) are the areas most likely to proactively damage a brand by posting negative comments online or telling friends
Comments Penny Hutton, strategy and planning director, Eclipse Marketing: “Our survey shows that over the last 10 years a third of consumers have been involved in a product recall, stretching from high ticket purchases such as automotives through to every day FMCG products.
"It is clear that no matter what the price tag consumers expect a professional and personal experience – otherwise they will turn away from the brand in their droves – many even going out of their way to damage a brand they feel hasn’t treated them well during a recall.
"It is a fact of life that occasionally organisations will have to recall a product and this research clearly shows that having a sophisticated customer relationship management solution in place to handle the process is absolutely key.
"The number of high profile recalls in the UK is continuing to increase and as a business heavily involved, it seemed a perfect fit to commission a study which identifies the impact this kind of activity can have on brand advocacy. Brands should take notice of this as consumers seem to vote with their feet.”
Notes to Editors For more information on Eclipse Marketing, please contact Kate Humphreys or Ben Gold at Eulogy! on 020 7927 9999 or via firstname.lastname@example.org
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