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

#futureinventory

PAID SEARCH

OPTIMIZED

SEARCH

Search Engines and Social are the Battlegrounds

GOOGLE

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)

#futureinventory

#futureinventory

Grassroots Campaigns and Groups

#futureinventory

Alternative Media

#futureinventory

Anti-Corporate Campaigns

#futureinventory

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

mrozembajgier@stericycle.com

Daniel Webber, Edelman Digital

Daniel.Webber@edelman.com

Larry Kamer, Kamer Consulting

lkamer@kamergroup.com

Ellie Cachette, CEO, ConsumerBell

ellie@consumerbell.com

Generic Questions? Info@consumerbell.com or find us on twitter:

@expertrecall @edelmandigital @larrykamer @consumerbell