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The holiday shopping season is certainly begun but before you buy something you might -- to consider checking the return policy why well.
Many retailers now requiring identification along with -- recede in some of them are actually storing.
Your personal information in a database all part of an effort to crack down on -- will return errors in return fraud.
Which cost retailers big time but critics say the whole thing could alienate customers.
PR consultant Frazier -- tell joins us he's president of the communications firm -- -- partner co author both.
The book rethinking reputation how PR -- marketing and advertising in the new media world.
Art Frazier great she is always -- stunned to read.
About what are so called renters these are folks who who buy an -- they Wear X and then -- return it and their hub.
Ritual returners how big the problem is it well it's huge dragon he names them -- -- Turner's cost retailers sixteen billion dollars a year sixteen billion with a B real 10%.
Of all purchases during this holiday.
Will be returned in the real issue is the one -- site they are these.
Return -- holing spirited.
-- Return holing cereal bowl returner -- in by serial question don't mean trusted play these are people who go -- made by four.
Shirts -- skirts they bring them home they try -- -- -- -- around the neighborhood they bring them back the stores have to do something.
There's also war -- being people who go in to a store in the east feel the merchandise and then they go to the counter and say you now.
I want to -- cash for.
Returns right and AM and it's an epidemic it's not illegal you give me your lawyer it's not illegal you can do this you can return things but.
It's a difficult problem for retailer and PR wise it's got to be a delicate balance.
Between enforcing these new policies.
Looking at your ID swiping your license and balancing it with not alienating the customers that's.
Chad I mean this.
-- -- of the and then getting -- four at bats obviously illegal but you know this this really is tough you worry about alienating your customer right.
Right so so public relations -- what do you do.
Number one you have to train your retail personnel to spot to discern these people these these.
-- not a polished serial -- returners from the normal person.
Number -- got to communicate.
And let people know that this is a real problem for retailers like we're doing now which is good.
And thirdly unfortunately.
You've got to enforce policies where I wanna see your licence so why no you're not one of these serial habitual return.
Now what's also interesting leader for another time is now some retailers -- putting these micro cameras in the eyes of mannequins.
But they're not doing it really to -- Steelers stealing and they're they're trying did they put it into a database of facial recognition to figure out.
What customers at what time are patronizing their -- our.
And then make it better serve those customers will leave that one for another time but it's interesting staffers -- -- could see it thanks good to see you thank you for the white.
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