CEA also announced that the new Product Returns SIG will release a consumer survey exploring attitudes regarding product returns next week at CEA’s Industry Forum, October 18-20, in San Francisco,Calif. The 2004 CEA Industry Forum, co-located with the fall meeting of the Home Theater Specialists of America (HTSA) and the Optical Storage Technology Association (OSTA) Symposium, is the consumerelectronics event for industry networking, leadership and education.
“Product returns are a critical issue for the consumer electronics industry and by establishing a SIG, CEA is able to help the industry coalesce to address the matter,” said CEA President and CEO Gary Shapiro.
CEA SIGs support new association initiatives not otherwise covered by an existing division and work to accomplish defined objectives set by member companies. The Product Returns SIG is focused on five aspects of a product return: pre-sale, in-store, at-home, return-attempt, and post-return. The group has been working with consumer focus groups to address these five ‘touch points.’
The new survey explores the consumer thought process at all stages of the return process. Dr. Dale Rogers, head of the Reverse Logistics Executive Council at the University of Nevada-Reno, will present the results of this research during an Industry Forum conference session at 2 p.m. on Tuesday, October 19. Several hundred executives from more than 125 consumer electronics companies attend CEA’s Industry Forum to capitalize on the information and knowledge resources available to them through market research, keynote speeches and product division meetings. For more information or to register, log onto www.ce.org/events.
“Now that the research is completed, the SIG will determine what, if any, initiatives can be implemented to affect a change in consumer behavior at each stage of the returns process,” said CEA Product Returns SIG Chair and Uniden, Manager, Strategic Management Office, Jamie Florczak. “The ultimate goal is to limit the number of returns in the future by enacting practices that help ensure a satisfied consumer.”
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