More than half of shoppers put off for good by recall

rotten fruit
rotten fruit

Nearly half of shoppers would never buy from a retailer again if they were sold a faulty product according to new research.

And more than half (55 per cent) wouldn't return to a retailer if the product had to be recalled.

And 94 per cent of people would never return to a restaurant if it had a bathroom with poor hygiene standards.

The nationwide poll of 1,000 people also revealed that almost half of those questioned (45 per cent) had sent back food that they've been served in a restaurant, largely due to issues with quality control.

The main complaints include food containing a hair (10 per cent), being mouldy (seven per cent) or being served with a foreign object (eight per cent).

Though restaurants came at the top of the list of establishments that customers would boycott if they had a bad experience, leisure facilities such as swimming pools and gyms came a close second (92 per cent), with shops (85 per cent) and public facilities (84 per cent) not far behind.

When it comes to the reasons why customers wouldn't return to a brand after a product recall, half stated they would be concerned that it would happen again, while a fifth (21 per cent) admitted they'd be more likely to choose another brand hoping they would offer a less stressful experience.

One in 20 (five per cent) went as far to say that they had felt 'betrayed' by the brand in question.

The poll was commissioned by technology specialists Altodigital to better understand the attitudes towards quality management and the effect it has on customer perceptions.

Altodigital has found that the majority of British-based organisations still don't have a digital Quality Management System (QMS) in place.

Alistair Millar, group marketing manager at Altodigital said: "QMS is something that most industries have begun to embrace, but shockingly, it seems that up to 80 per cent of UK businesses are still yet to embrace the digital process.

"The main benefit of a digital system is to avoid human error and identify quality issues more effectively, saving a firm time and money, and even helping them to avoid reputation damage down the line."

Jill Tolan, Technical Manager at Morrisons Worsley which implemented a digital QMS system, added: "The level of 'noise' about quality has risen perceptibly, from the canteen to the factory floor.

"The digital system forces everybody to be accountable and take pride in what we produce and because the system creates a uniformity of standards across shifts, everyone is working to the same goal."