Retail Merchandiser - November/December 2017 - 113
MARKETPOINT RECALL SOLUTION PROVIDER
panies must also face government
agencies when a recall occurs,
requiring extreme accuracy. Recall
authorities often request that companies dealing with a recall start to
submit status reports bi-weekly or
monthly. This process can be simplified with automated reporting which
can include the numbers of:
* Consignees notified of the recall,
as well as the date and method
* Consignees that did and also did
* Products returned or corrected
by each consignee contacted and
the quality of products accounted for.
* Results of effectiveness checks
that were made.
This information is easily available
with the help of a CRM database
and can even estimate time frames
for the completion of the recall.
* Step up your social media game.
When a product recall is announced, many consumers learn
about it through social media.
Having a trusted recall partner can make all
the difference on how a recall is handled.
Whether the company has issued
an official statement or not, consumers are made aware of the issue
and often voice their concerns and
anger. With only 140 characters,
consumers can often spread the
word quickly, and if a company isn't
prepared to address these consumers, more anger can arise. Make
sure your communications plan
is up-to-date and that whoever is
in charge of social media is aware
of the issue and has the resources
to properly monitor and respond
* Partner with an expert.
Having a trusted recall partner
can make all the difference on how
a recall is handled. Recall partners
help companies determine responsibilities, assign roles and help handle
operations, production, purchasing,
customer service marketing and
finance. They develop an online
recall flowchart and message key
customers, stakeholders and media
with prepared templates.
Recall professionals will identify
product locations and notify all
affected parties, allowing companies and retailers to focus on their
customers. Recall partners can also
help with removing all the recalled
products from the marketplace and
with ensuring recalled products
don't re-enter the market and are
properly disposed of. When a recall
is wrapped up, your recall partner
can help measure effectiveness, and
advise where you can improve and
how to best move forward.
* Conduct annual mock recalls.
On a quarterly basis, companies
should perform a mock recall. To do
this, simply choose a product for a
mock recall, trace the product from
its source and where it's located.
Verify communications systems
during this process, from emails to
addresses to telephone numbers.
Document each mock recall and
spot which aspects may have not
been factored in and where a crisis
strategy plan can be improved.
Plan for Success
Recalls are complex, and if there isn't a
proper plan to manage them, the process
can become overwhelming, causing
severe damage to a brand and its consumers. It's important to remember that
crisis communication strategies should
be continually reviewed and updated as
the digital world continues to expand.
By ensuring you have digital channel
experts in place, and use best practices, your company can defuse potential
damaging situations and emerge as a
stronger, well-rounded and experienced
company ready for anything. O
Peter Gillett is CEO of Marketpoint
Recall, an international recall agency with
locations around the world. It handles
many languages across all time zones and
has carried out national and international
recalls for companies in many sectors.