first refurbisher commandment “Protect the brand”
Usually, when we are looking for a refurbished good, through the e-tailers or shops online or something like that, find out first our article, then we check the price, then , going to specifics, details about status of goods, quality, aesthetic details and so on.
Often, we find some additional details like for example, “certified refurbished” or some grading criteria like for example, A/A plus, B, Star, Gold grade etc. Every company have his grading criteria about refurbed goods, every refurbisher same.
This is correct, it’s a good policy in order to protect the customer and get more useful and mandatory details for purchasing.
But how many vendors protect brands ? They are interested to do that or at the end add grist to their mill? When the vendor defines a product as “certified refurbished” applying a grading criteria, it’s included the “brand protection”?
Let me say, often the answer is , no ! Because it’s a cost.
When i’ve selected my partners, for my consulting company, my choice is gone to traders and refurbishers, following my visionary idea of circular economy, green and last but not least, the brand protection criteria use.
I am a service company, and my clients ( the brands ) must to be protected.
For example. How many e-tailers or sellers asks to their supplier (to get them “certified refurbished” plate ) if goods are refurbished with original spare parts? Believe me , not so much.
Why , never, there is not mention to “certified refurbished only with original spare parts” ? Simple, because the risk is to lose competitivity.
I get one year of warranty, says the seller, my supplier are selected carefully.
Not works so.
Seller protect his business, but his business is created thanks to the brands, and if you, first protect the brand, you protect business twice.
To use original spare parts, as my refubisher partners do it, safe the native quality, this means “brand protection” and only after that, the final result can be really accredited as “certified refurbished” .
end of part one
Stay tuned, let’s talks about it .