STORES Magazine - September 2017 - 14
DON'T GET MAD - GET PREPARED
No company wants to think about a recall or crisis scenario. But
when they don't, a significant amount of anger can be the result. A
recent survey by Marketpoint Recall, conducted online by Harris Poll,
found that 85 percent of Americans would be angered by a crisis or
product recall. Further, more than three in five Americans say a slow
response to the situation - or a refusal to acknowledge it - would
make them angry.
"When a company isn't prepared for a recall or crisis scenario, it
escalates the problem tenfold, not only harming the brand's image,
but negatively impacting customer loyalty," says Peter Gillett,
managing director of Marketpoint Recall. "Our survey revealed that
if a company takes too long to address an issue, or doesn't have the
proper tools to communicate with customers around the globe, it risks
damage beyond repair. In order to calm and reassure customers, quick
and clear communication is essential."
What should that communication involve? Providing regular updates
on the recall, being active on social media and ensuring there is no
language barrier between the company and consumers; the lack of
any of those will only serve to anger consumers further, according to
BONUS FOR BEDTIME
Need a little inspiration for a bedtime
story? Rather than pick a book off the
shelf, kids can now pick a character
off the wall. Magic Wallpaper from
French home improvement store
Castorama features a variety of cute
digital markers such as panda bears,
princesses and super heroes. By
downloading a free app and then
scanning the characters with a mobile
device, users can uncover a story of
five minutes or less.
The stories can be read or heard,
and users can also scan more than one
character for a different combined tale.
The interactive wallpaper was created
in conjunction with creative collective
TBWA\Paris and features 10 different
characters in a gender-neutral design.
INSPIRING BRAVERY THROUGH BANDAGES
What kid wouldn't want a badge of honor? Nike, in conjunction with ad
agency Wieden+Kennedy Shanghai, has created a series of sports bandages
aimed at overprotective parents
in the Chinese market.
The Badge of Honor series
comes in sets designed for
basketball, running, soccer
and skateboarding; each one
includes a comic strip about
"young athletes who played
hard, fell down and then
had the courage to get
back up again."
There are also corresponding
cartoons on YouTube. Some
see the move as a mere
marketing ploy; others
applaud the inspirational
message of, well, just doing it,
despite the risk involved.
STORES September 2017