Destroying Returns: Retail Speaker Doug Stephens on PR Disasters
To lend objectivity to the situation, Doug Stephens dutifully provides both points of view—the consumer’s and the company’s—and offers his seasoned take. Companies are in a bind when it comes to returns, he acknowledges: “Their fear is that clothing finds its way to resellers and second-hand stores. If I'm Kenneth Cole, I don't want my stuff sold down the street for $5 a unit if it sells for $85 on the rack." Fair enough. But, he adds, there is also an opportunity amidst the flare-up. A PR-savvy company, for instance, might say, "This is a lousy industry practice, and we're not going to do it anymore – we'll make sure these clothes are re-used." And in this way, according to retail speaker Doug Stephens, a PR headache can quickly turn into a nice marketing gain.
Read more about retail speaker Doug Stephens.