Respect Consumer Rights

Consumers International has declared today as World Consumer Rights Day for 2013. It was on March 15, 1962 that U.S. President John F. Kennedy outlined to Congress the four components of what later was called “The Consumer Bill of Rights.”
     Here’s my look at each of the four through the lens of shopper psychology:

• The right to safety. Products should cause no physical harm when used as instructed. As retailing professionals, we’ve an ethical obligation to check that instructions are clear on products offered for sale. With vulnerable populations like children and the elderly, we should be checking that instructions are understood or are given to responsible care givers. 
• The right to choose. Our shoppers deserve to be offered choices. We shouldn’t discourage shoppers from considering other options than what we carry in our stores if those other options might better meet their needs or provide better value. We should instead ensure full value for the items we sell. When selling items which are necessities, we should either carry in the store or be able to recommend sources for choices carrying different price points so that the economically disadvantaged can get what they need. 
• The right to be informed. Offering choices isn’t enough in itself. Retailers should give consumers enough information to adequately guide selection. This should be done in a way that is not overly intrusive, though. Give advice to shoppers when asked. The exception is with safety issues. Warn your customers if you believe they are about to make a clearly dangerous purchase decision. This goes back to the right to safety. Also, give your advice before the purchase. After the purchase, give reassurance that the shopper has made a good decision. 
• The right to be heard. President Kennedy said that retailers have an obligation to hear consumers’ complaints and concerns. Actually, from a shopper psychology perspective, it’s an opportunity more than an obligation. Customers who feel they’re treated fairly when they complain tend to become more loyal to your store. They develop gratitude for the high quality resolution and often a bit of guilt for making a fuss. Respond promptly to customer complaints. But also assess the real reason the customer is complaining and discover what the customer is expecting you to do. If it's not clear, ask: “What do you suggest I do to make things right?” This redirects the conversation from argument to teamwork. 

Click below for more: 
Monitor for Misunderstood Instructions 
Watch Out for Discrimination 
Discuss Attributes to Guide Choices 
Inform Consumers, But Don’t Intrude 
Show Complainers Respect, Concern, & Empathy 
Resolve Customer Complaints Carefully