Retail Merchandiser - November/December 2017 - 112
SOLUTION PROVIDER MARKETPOINT RECALL
Product Recall Prep
Companies can prepare for product recalls by planning ahead and utilizing digital tools to
reduce or prevent the negative impacts a recall can cause. BY PETER GILLETT
In order to navigate a product recall successfully,
companies must modernize their approach to
hanks to the digital age, news
can spread quicker than the
speed of light, causing product
recalls to stick around long
after they've been settled. Take one of
2015's biggest fads - hoverboards - for
example. From one of the year's most
desired products to the most dangerous, with more than 500,000 units
recalled due to catching fire. People are
still wary of them.
Aside from technology, recalls can
happen to any product at any time.
From dolls with toxic lead paint to
peanut butter contaminated with
salmonella. And when recalls are poorly
managed, it can severely damage a
brand, its reputation and bottom line.
While recalls aren't always preventable,
companies can prepare by planning
ahead and ultimately reduce or prevent
the negative impacts a recall can cause.
Modern Recall Best Practices
In order to navigate a product recall
successfully in modern times, companies
must modernize their approach to recall
management. Follow these best practices
to ensure your recall plan is up-to-date:
* Eliminate outdated processes.
Using outdated spreadsheets
and paper responses can result in
miscommunication, slow processing
time and added stress. Instead, use
customer relationship management
(CRM) systems to store and easily
access accurate and up-to-date customer data. Product recalls can be
easily managed on a dedicated recall
response database and eliminate the
need for complex, manually updated
paper documents. These systems
store all of your valuable customer
information in a centralized location
that can be accessed by internal key
users who can update vital information when needed.
* Retailers should upgrade to automated and accurate reporting.
In addition to the public, com-