We need to break up with physical warranty registration cards

A better warranty registration experience is the key to greater customer insight and data

Data from the registration of products should be a gold mine for manufacturers' marketing efforts as they have historically offered warranty registrations to obtain customer information and to use it to improve their marketing and sales processes.

Unfortunately, most brands and manufacturers do not currently leverage this opportunity properly due mainly to an outdated, laborious process for the consumer. A vast number of brands suggest that customers fill out a paper card and return it to them by mail.

In today's digital age, these long and tedious forms are not really fit for purpose for the vast majority of consumers, especially the process rewards brand loyalty by requesting they fill out a separate warranty card for each product purchased.

Consumers hate the redundancy of having to fill out multiple forums with the same information, whether it is for a guitar, television or child's car seat. These cards put the burden on the consumer and results in a missed chance to obtain valuable consumer information.

Consumers are also skeptical of how the data captured may be used by the brand. While some registration cards just request basic information such as name and address, others go deeper and request ethnicity, income, education and family structure.

It's unsurprising that less than 10% of customers fill in warranty cards (source).

So what do we do?

IIt is clear that the warranty registration process is broken, but companies are more eager than ever to gain consumer insight and build long term relationships with their customers,

VerifiR offers a great opportunity to streamline this process and reduce friction in the warranty registration process. By simply tapping on VerifiR enabled product, the consumer can automatically capture the exact make and model, add their contact details, even upload a copy of their receipt as proof of purchase.

There has to be a good reason to do this in the first place though as many retailers or even credit cards offer their own warranty process, so brands should think about a value add that makes it a no-brainer. This could be as simple as maybe extending the warranty further in return for registering, through to a free gift or complementary product (e.g. suede cleaner if you by a pair of suede shoes), some kind of gamification or sweepstake, the choices are endless. The point is that technology has to be pulled not pushed with the consumer

There is a huge amount of upside for brands to do this. First and foremost is the collection of first-party data, allowing the brand to build its own community, grow deeper direct relations with its consumers and not have to buy them back from Google and Facebook to remarket to at a later date.

There is also a potential liability reduction issue. Product recalls occur from time to time in every different field. Because of the complex nature of the consumer journey in 2019, brands could know very little about their end consumer unless they have reason to get in touch, which they may have no reason to until they are either annoyed or having to return a defective product.

By promoting digital warranty registrations, communicating with specific consumer segments who you know have brought your product becomes very easy. You can reach out to them before they maybe hear a negative story in the press and get ahead of the issue, appearing proactive and demonstrating how important your consumers are to you. In very litigious countries, the ability to demonstrate that you are actively resolving potential issues could be very important and avoids relying on broader advertising that relies on luck or good fortune that people see a recall notice.

So drop us an email at info@verifir.com and let's drive your warranty registration rate.

Warranty Registration Card

2018 iPhone Xs and iPhone XR can scan NFC tags natively without having to launch an app

In a move that we’ve been predicting for a little while, Apple have finally announced that new iPhone Xs, iPhone Xs Max and iPhone XR will all be able scan NFC tags in the background without having to open an app. The current crop of NFC enabled iPhones 7, 8, and X will still have to first launch an app such as our VerifiR reader app to enable the NFC Reader mode.

Though it appears that there is no technical reason why Apple couldn’t enable backward compatibility with older NFC handsets, it’s unlikely that they will open up the feature to their older devices in future.

So how long will it be before we see a critical mass of people with natively compatible iPhones? Well data suggests that 20-25% of iPhone users in the US upgrade their phones every year. However, there is a very close correlation between the early technology adopters and brand sensitive individuals who buy premium sporting goods and active wear, so it won’t take as long as one might think.

Unlike Android’s current implementation, Apple’s update to NFC will permit tags to be read while the phone screen is on either on home screen or lock screen, which is in many ways a better solution. At present Android devices need to be in an unlocked state to scan a tag. Although unlike with Android handsets, the user will be prompted with a notification asking if they would like to open a suitable App, so it also prevents a user from accidentally brushing over a NFC surface and performing the action accidentally.

As with the introduction of other technologies in the past, when Apple gets onboard, things really start moving on at pace and so this truly marks a huge step forward for NFC technology and one that will likely jump start widespread adoption of NFC tags in countless different market verticals. The new NFC features are helpfully explained in a video on Apple’s developer website which can be seen here https://developer.apple.com/videos/play/tech-talks/702/

Amazon is responsible for roughly 44c of every single dollar Americans spend online

Amazon is responsible for roughly 44c of every single dollar Americans spend online

Amazon is a behemoth but in many ways, it’s a surprise that its functional. It makes TV shows, sells washing powder, delivers computing horsepower to thousands of firms and is moving into healthcare. Its profits are negligible yet it’s the 3rd most valuable company on the planet. Its even auditioning a couple of dozen US cities in a corporate Battle Royale to find a location for its HQ2, which is effectively a race to the bottom thanks to cities falling over themselves to give Amazon vast tax breaks that it doesn’t need. 

Amazon Corner 89% of E-Commerce Holiday Spending, but Is This Good for Brands?

Amazon Corner 89% of E-Commerce Holiday Spending, but Is This Good for Brands?

With the news last week from Earnst Research that Amazon had once again cornered the e-commerce market over the holiday period, one would think this can only be good news if you are a brand who sells on there. 

But should you sell to Amazon or on Amazon, or forgo the retail behemoth altogether as some brands choose to do?