Five Best Practices for Product Recalls

By Kim S. Nash

PAGE 2

5. Reach out. Use the Web to communicate with consumers, taking some of that burden off the retailers. Mattel, for example, regularly freshens its site with information about ongoing recalls, plus images and video to answer consumer questions. This helps divert at least some consumers from bringing questions and old products to Mattel retailers. “The last thing Mattel wants is to have millions of products handed to retailers, causing a huge logistics problem,” says Harvard Business School professor John Quelch. “It’s vital for any manufacturer to minimize negative impact and inconvenience to retailers.”

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