Pushchair manufacturer Maclaren announced yesterday that it was recalling some of its models in the US over fears of little fingers getting trapped and injured in the hinges. Potentially hugely damaging to its reputation: it's one of the most important purchases a parent makes, as of this morning, it's looking like Maclaren are struggling to win the PR battle. Firstly they're only recalling products in the US which has led to comments like this one popping up all over the internet:
It may well be that there is a valid reason for it (they vaguely try to answer it in the guardian piece) but if so, they're not getting the message across.
Secondly their PR response appears to be woefully inadequate. There is an overlay on the home page of the site explaining the recall and a 'click here for more information' but you are then taken to a general news page (below) rather than straight to the information, meaning you have to click again to see details. That page does have a FAQ but again it's a bit woolly about why they are recalling in the US and not the UK.
Thirdly it's hard to see them doing much proactive outreach. The twitterverse is full of chatter about the recall and yet their own twitter feed appears to be broken? Oh dear Maclaren, come on. You've got to move now, not in 2 hours or 12 hours or 24 hours. The clock is ticking.....
Put it like this - you're standing in the store looking at all the buggies. Would you buy a Maclaren 'fingerchopper' this morning, or play safe and buy another brand? Pesonally, I know what's important to me ... they lost.
Posted by: Ivan | November 11, 2009 at 09:22 AM
Good spot. Poor response all round I'd say. A quick, transparent response is needed in this social media world.
Posted by: Danny Whatmough | November 11, 2009 at 09:32 AM