Recall Communication for Retailers
Recall communication between manufacturers, retailers and consumers is never easy. In fact, companies facing recalls often find that communicating with consumers and convincing them to respond to a recall notice is the most challenging aspect of recall management. If you are a retailer selling goods under your own label, you need to be ready with an appropriate recall remedy of your own – one that considers more than just a repair or replacement product. You may need to take an extra step and give consumers an incentive to follow your instructions and pay attention to the steps that they must take to ensure you can achieve full recall compliance and protect your brand.
Whether you are recalling your own private brand products or helping manage a recall by a company that manufactures or distributes the products you sell, you can help facilitate the recall communication and recall management effort by serving as the conduit through which manufacturers and distributors can communicate with consumers.
During a recall or product withdrawal, notifications must be targeted and communicated quickly and accurately by phone, fax, email, or direct mail. Every notification must also be catalogued for reporting and compliance purposes. By responding to recall notifications from your suppliers, and passing the information on to consumers, you can help your business partners make sure that the recall is effective and that only safe products stay on your shelves for sale.
The critical role played by retailers in recall communication is also recognized by regulators who require stores to post appropriate signage at the point of sale to inform consumers about a recall. At the same time, manufacturers must be kept apprised of the amount of product being returned and any complaints from consumers. Consumers must be informed of what to do with affected products and how to get a replacement, refund, repair, or other remedy.
One of the greatest challenges in a successful product recall is identifying and promptly notifying all of the affected parties, including consumers, processors, distributors, wholesalers, retailers, regulators, and users. When dangerous or defective products pose a risk to public health or safety, companies need to communicate immediately and effectively, notifying all parties affected by the recall. Effective communication along the supply chain is critical to recall compliance and effective recall management.
