On Thursday April 7, The National Highway Traffic Safety Administration (NHTSA) held a “Data Jam” to discuss ways to increase product registration as a means to improving recall effectiveness. The meeting brought CRS manufacturers, retailers, safety advocates, technology companies and representatives from both NHTSA and the Consumer Product Safety Commission (CPSC) together to brainstorm the possible new and innovative ways to encourage consumers to register the products they buy.
Participants agreed the product registration card is overlooked by most as the best and most effective means to notify consumers in the event of a safety announcement. The look of the registration card was discussed at great length with many believing the regulation must be relaxed to allow for something that calls greater attention to the card for consumer action.
Graco presented six themes about product registration that resulted from hosting three consumer focus groups.
Confusion between registering for the warranty and product registration
Unaware that there was a product recall registration process
Consumers put the registration card aside for later, but never come back to it
No confirmation that the information was received
Assume they will hear about a recall from another method or source
Once it is explained found the system unnecessarily cumbersome and limiting in how they will be notified.
The group agreed that future of useful engagement needs to make the process:
Come from a credible entity
Use today’s technology
Provide an incentive
Create a campaign to increase awareness
The four-hour meeting allowed for engagement and brainstorming among its participants. NHTSA will be taking the information and thoughtful suggestions to the Administrator to determine next steps for the agency.
A QR code can be included on the card that allows the consumer to scan the code and be taken directly to a registration site, that might also pre-populate some of their information. Perhaps, this was discussed.