Product Recalls: How Connected Products Benefit Brands in Bad Times

The term “experience economy” has been around for more than two decades now, but today more than ever, experience is a driving factor in purchase and loyalty decisions. In many cases, experience ranks alongside, if not ahead, of product and price. Almost half of brands in a Superoffice survey indicated that customer experience was their top priority for the next five years.

The primary enabler of experience is technology. Brands that best leverage technology are giving themselves competitive advantages in a marketplace that has been opened to the entire globe through e-commerce. From easy shopping and buying to product registrations and post-purchase engagement, positive experiences add economic value for brands.

A tech-driven product recall process is an often-overlooked opportunity to create value and loyalty. Traditional recalls relied on snail mail notices (when buyer details were known) or public dissemination (such as in the news). Connected products offer brands direct channels to customers that can help turn an unfortunate situation into a positive experience.

Building Brand Affinity in a Bad Situation

No business wants to suffer a product recall. Smaller companies are especially susceptible to financial loss and brand damage from a recall, but even large companies equipped to withstand the short-term impacts of a recall can suffer significant consequences.

That said, savvy brands can use a product recall as an opportunity to reinforce their dedication to customers. With connected products, such as those equipped with WaveOn technology, brands can proactively address a recall, quickly notifying consumers and providing the appropriate information on how to handle it. Connected products also remove the burden of research from the consumer. They need only to scan the product to determine if it’s part of a recall.

Additionally, the WaveOn platform provides the product owner an opportunity to ease the experience of returning a recalled item. Rather than having to labor through traditional channels like snail mail or phone, and even simpler than going online to initiate a return merchandise authorization (RMA) through the brand’s website, scanning a connected product to start the RMA makes the return experience less burdensome and frustrating.

Technology like WaveOn empowers brands with experience opportunities that extend beyond marketing. Exceptional customer service becomes part of the positive experiences that define brands and give them a competitive advantage in the marketplace. To explore all the ways connected products can help your brand grow, request a demo of WaveOn technology.