Expert Recall

Communications and information technology continuously evolve new tools and resources – from Facebook and Twitter to Google Alerts – that allow people to share information quickly and track important issues. Regulatory agencies are finding some of these same resources useful in guaranteeing increased consumer safety. As regulators use these tools to communicate directly with consumers and learn about products that may have to be recalled, we can expect to see more recall events.

But as you consider your recall preparedness, you will want to use those same digital tools to ensure the best possible outcome from a recall event – from monitoring adverse event reports to notifying customers.

We’ve discussed the important role of social media during recalls. The Consumer Product Safety Commission (CPSC) is taking deliberate steps to connect with consumers using social media platforms in an effort to increase consumer response to recall announcements. But the CPSC isn’t the only government agency looking to use new tools to investigate and communicate safety issues.

The Centers for Disease Control and Prevention recently used a familiar marketing tool to investigate an outbreak of salmonella: grocery store membership cards. Now, shopper cards aren’t new. Most of us carry shopper cards issued by our favorite stores. Retailers typically offer discounts in exchange for the personal information we provide when we apply for a shopper card. But the CDC’s use of these data to track down consumers who may have purchased a recalled product is unprecedented. Few of us would have guessed that the discount card we swipe at the checkout counter could help the CDC investigate and identify a contaminated product.

The result: more targeted recalls and more effective consumer notification.

Similar to the product registration cards found in most consumer products, shopper cards allow retailers to track who has purchased products and to reach out to them directly when a product is recalled. Until recently, the food industry had no clear way of telling who bought and consumed their products. Some retailers are ahead of the curve. Kroger in November announced new benefits for its shopper-loyalty program. The big grocery store chain is now using information collected by the program to warn consumers about recalled products and encourage them to return affected goods to the store.

Shopper cards can be both a powerful marketing device and now an invaluable tool in complying with notification guidelines. Utilized properly, these cards will help ensure effective and efficient recalls that comply with state and federal regulatory standards.

Stericycle ExpertRECALL™ is the industry leader in recall logistics and regulatory compliance for consumer product, pharmaceutical, medical device, juvenile product, and food and beverage recalls. ExpertRECALL’s professionals are experts in recall management who can help you streamline the entire product recall process.