Stand Behind Your Brand
I’ve recently had correspondence with a toy retailer in Canada, who is a distributor of “Melissa and Doug” products. When you walk into their stores, they have shelves upon shelves, display cases and window decals of their proud display of Melissa and Doug products. So when I notified them of the most recent recall for the Stackable Train, they told me that they were not going to post the recall notice because they “didn’t sell that particular product”.
First, let’s keep in mind that the primary objective of a toy recall is to notify the public of toys that have been deemed a health risk to children. The most important factor is the success of the recall which is measured by communication to consumers.
Long gone, are the days of singular store loyalty. We now shop online, buy toys from food stores, boutique shops, big box stores, fancy consignment stores, and in shopping centres. Imagine walking from store-to-store not knowing that the product that you purchased has been recalled. Then going home and having your child, their friends, you, etc., continuously exposed to this product.
Some people have said to me, “I try to do my best by limiting the exposure of risks to my child”. And rightfully so, but now imagine if these simple toys in your home are a health risk. It isn’t just one toy — it is many, many toys. I’ve been to stores that have recalled products on their shelves, and online retailers that have the products available for purchase. People still have these toys in their home, so the exposure is much greater because the quantity of products being recalled.
So I completely disagree with this retailers stance on not posting a Melissa and Doug product recall because they didn’t sell that specific toy. I completely object to a “selective” product guarantee or warranty - you either represent the product or you don’t.
Building brand and customer loyalty is based on a quality product and effective communication to your target market. I am a consumer who would spend $30 on coloured blocks, I might not have bought them at your store but if you told me that they were recalled — I would come back to your store for my next purchase.
