In my last post, I talked about the importance of being prepared for potential product recall disasters. With recalls so much in the news, I can’t stop thinking about it. Today’s question is:
Who is most at risk for failing to prepare a rapid recall response plan?
It’s the adolescent companies! They are like teenagers who think an auto accident can never happen to them. You can neither sell them prudence and preparation, nor can you convince them that they are at risk–Because their brand has become the brand of the cool kids (social media savvy hipsters) they believe nothing bad can happen to their company, their product or their relationship with their consumer fanbase.
Take a look at two popular brands that have suffered recalls , and how vastly different the responses have been:
- Lululemon is now reselling refurbished not so sheer yoga pants at a generous 6% off their original price! Seriously?
- Earthbound Farms never thought their healthy spinach would actually sicken people, yet it was linked to an E. coli outbreak that sickened 200 people and three people died. Unlike Lululemon’s attempt to minimize their losses by re-imaging their refurbished see through pants, Earthbound made a significant effort to reduce risk.
This type of risk reduction is of course the first and best line of defense. But recalls still abound. Of course, there are now recall watching apps available, such as:
but the producers should be responsible from preventing dangerous products from reaching the marketplace.
I don’t know about you, but I am hesitant to resume purchasing after a recall, because so many companies seem to handle them so badly. It doesn’t have to be this way.
So kids, listen up. Yes, I mean you, the well loved brands of the cool crowd.
Planning is mandatory. A comprehensive approach needs to include well planned recall incident response, and this plan must be exercised with mock drills periodically.
Are you ready? Take the first step and find out. Take a short self-assessment, and see how you score across the key readiness categories.