The Future of Inventory Webinar
Learning from experts about shipping and selling items,
inventory and crisis communications
12/12/12
• Recall Protection
• Saving Crisis Costs
• Reduce Online Risk
#futureinventory
What You Will Learn Today
1. Logistics
2. Digital Strategy
3. Crisis Communications
4. Online Solutions
#futureinventory
Agenda Topics
#futureinventory
Speakers
Mike Rozembajgier
VP Recalls at ExpertRecall
Daniel Webber
VP Digital Public Affairs
Edelman Digital
Larry Kamer
Principal at Kamer Consulting
Ellie Cachette
CEO at ConsumerBell
Digital strategy
Mike Rozembajgier, VP Recalls at ExpertRecall
1. Logistics
Copyright, Stericycle
#futureinventory
#futureinventory
Copyright, Stericycle
#futureinventory
Copyright, Stericycle
#futureinventory
Copyright, Stericycle
#futureinventory
Digital strategy
Dan Webber, VP, Edelman Digital Public Affairs
2. Digital Strategy
It Can Always Get Worse
Crisis Defined The Public Wants To Know
What happened?
Why?
Who or what is to blame?
Who’s in charge?
When did you know?
What are you doing about it?
How do I know it won’t happen again?
#futureinventory
What This Means For You
Recalls Will Test Your Response Capabilities Constant incoming
• Across multiple time zones
• In multiple languages
• By various critics
• Upticks in litigation
Overwhelmed and distracted staff
Inefficiencies in response due to business silos
Stretched and often insufficient resources
Inability to fight emotional claims with facts
Social channels become a liability
#futureinventory
Social Media Creates New Problems
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PAID SEARCH
OPTIMIZED
SEARCH
Search Engines and Social are the Battlegrounds
ALERTS
#futureinventory
Search Activity Will Be at an All-Time High During a Recall or Crisis
Breaking News Drives Online Searches
Google Trends
NapNanny.com
#futureinventory
If You Don’t Fill It…Somebody Else Will
There is a Vacuum for Content Online
http://www.colbertnation.com/the-colbert-report-videos/24039/october-17-2005/the-word---truthiness
#futureinventory
Effective Management System
Recalls Will Test Your Response Capabilities
• Vulnerability assessment
• Monitoring (online and offline)
Early Warning System
• Train community managers/spokespeople
• Create rapid response protocol
Preparation is Key
• Website / social assets
• Message discipline
• Third-party support
Coordinated Response
• 24/7 - Multiple languages
• Don’t forget about your story
• Address misinformation
Rapid Response
Test/Practice & Refine
#futureinventory
Digital strategy
Larry Kamer, Principal, Kamer Consulting
3. Crisis Communications
Current Environment
Consumer distrust
Media resources
Online dissemination
Crisis un-preparedness
#futureinventory
Communications Imperatives
Empathy and expertise
Consumers don’t care what you know…until they know
that you care.
Provide consumers with choices
Provide expert, independently-verifiable data
Disprove the negative
That the product is not unsafe.
Stay ahead of the physical, operational aspects of
the recall
#futureinventory
You Need To Be Able To
Speak
Multitask
Roll out a credible story on your terms - in real time
Quickly disseminate consumer-friendly materials and website information
Develop key messages and media talking points
Deploy spokesperson(s) and experts
Reassure consumers and regulators
Overcome adversaries
Effectively utilize social media, including video
#futureinventory
What You Should Do Right Now
Crisis management/communications plan
Tune, test, refine
Metrics: ability to act by :30, :60, Day One
Communications capabilities
Trained spokesperson
Third-party experts
Endorsers: benefit of the doubt
Relationships
Vendors and suppliers
Regulators, political
Media (traditional and online)
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#futureinventory
Grassroots Campaigns and Groups
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Alternative Media
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Anti-Corporate Campaigns
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Digital strategy
Ellie Cachette, CEO, ConsumerBell
4. Online Solutions
Over a million ecommerce retailers online will be affected by 3,000+ recalls a year
Safety Saves
What We Do
• Protect ecommerce inventories
• Notify / stop recall shipments
• Save time and money
Safety Saves
Inventory Send Alert
Stop Selling
Common Misunderstandings
• Product Responsibility (retail vs. distributor)
• % chance of handling a recall
• $ cost of participating in a recall
• Current notification technological capabilities
• Monitoring as cost cutting
Safety Saves
Making Product Recalls, Easy
Risk Preparation
Registration News
/Content
Controlled
Alerts
CS Mgmt Tracking
Food / packaged X X
Consumerables X X
Assortments X X X
Household items X X
Automobiles X /
Pharmaceutical X X X X
* Registration least likely + email address capture is high
** Assortments can also include monthly box subscriptions
Map out your risk by items sold, volume, and preparedness
Online Preparedness
Do you have any system in place monitoring
product and shipping safety?
How quickly can you stop selling an item
online? How long to stop shipping process
from order?
Email templates on file, email addresses
searchable along with products bought?
How fast could you stop and send a notice?
#futureinventory
Inventory Defined
Best inventory management wins
New trends and products online
eCommerce future growth is strong
Safety as a competitive and financial
advantage
#futureinventory
#futureinventory
Contact Us
Mike Rozembajgier, ExpertRecall
Daniel Webber, Edelman Digital
Larry Kamer, Kamer Consulting
Ellie Cachette, CEO, ConsumerBell
Generic Questions? [email protected] or find us on twitter:
@expertrecall @edelmandigital @larrykamer @consumerbell