By Whitney
When I was a young marketing manager, I had the job of managing my company’s list of warranty card names. You know, those forms that are tucked inside every product you buy, from electronic baby monitors to plastic dollhouses. I understood that it was a marketing strategy that would allow us to send “special offers” to folks who had bought from our brand in the past year. I was delighted, but mystified, by the sheer number of folks who sent in the product registration cards. We hadn’t even paid the postage for them.
But I wasn’t a parent back then.
Now, I get it.
While a company’s ability to re-market to you is certainly enhanced when they know what you have bought in the past, so is their ability to notify you if there is a problem with your product.
The folks at SafetyBook.org, a website dedicated to keeping consumers abreast of product recalls, more than 11 million consumer products were recalled already in 2011. Examples include:
- 1.7 million video baby monitors by Summer Infant Inc. (February 2011 recall)
- 500,000 bassinets by Burlington Basket Company (February 2011 recall)
- 337,000 single and double strollers by B.O.B. Trailers Inc. (February 2011 recall)
- 169,000 pogo sticks by Bravo Sports (March 2011 recall)
- 79,000 beaded door curtains by FAB/Starpoint LLC (March 2011 recall)
- 67,000 remote-controlled toy tanks by Family Dollar Stores, Inc. (January 2011 recall)
- 58,000 rechargeable batteries sold with Slim and Secure video baby monitors by Summer Infant Inc. (February 2011 recall)
- 57,000 holiday rattle baby slippers by Atico International USA Inc. (March 2011 recall)
- 37,000 refreshing rings, infant theethers/rattles by Sassy Inc. (January 2011 recall)
- 22,000 jogging strollers by phil&teds USA Inc. (January 2011 recall)
Wow!
If you don’t register your products either with a mail-in warranty card or by registering on the company’s website, it’s more difficult to discover if they’ve been recalled. Simply opt-out of the offers and discounts email when you sign up if you only want to hear about recalls.
Am I telling you something you already know? Do you make a habit of sending in warranty cards?









