How Brands Can Help Educate Customers About the Dangers of Counterfeits
We recently highlighted how to tackle supply chain insecurities caused by counterfeiting. But for many brands, one of the most significant challenges is making sure the end user, not just the various links in production, are aware. Educating customers about the dangers of counterfeit goods is a proven strategy in keeping ahead of such criminal practices.
How big is the counterfeiting problem?
It’s a long way from badly made handbags bought on holiday – anything from car parts to pharmaceuticals can be faked. And as these activities become increasingly more sophisticated, brands must be proactive in highlighting the dangers. Estimates for global costs of counterfeiting can be as high as hundreds of billions of pounds – but what about non-financial consequences? Fake goods can pose serious risks to consumer health & safety (and as a result, business integrity), so what can brands do to protect against this? And how can they effectively communicate these dangers to their customers while maintaining trust and authenticity?
Be transparent about quality
Develop a strategy of open and honest communications about why a cheaper alternative isn’t a better one. Highlight the different intricacies where a counterfeit product falls short of the real thing – this might include:
- Work and craft standards
- Use of superior materials
- Adherence to relevant legislation and quality standards
- Security features
- Performance and durability
- Packaging
By going into detail about things like these, brands can give customers a better idea of which red flags to look out for. And of course, it can build brand loyalty and trust, showing precisely why the inferior imitation costs less. Smaller brands in particular can be explicit about how counterfeit goods demonstrably harm their business and negatively affect livelihoods.
Ultimately, you’re empowering the customer to make the right choice, both in terms of product quality and social responsibility.
Highlight safety
For items such as electronics, children’s toys or cosmetic products, the risk to customer wellbeing is clear. Brands must emphasise the importance of purchasing via authorised channels, to minimise any threat to the health of the end user. Dedicated areas of websites and other online platforms can communicate clearly where and how products can be bought. Digital resources can also enable explanatory videos or webinars, interactive guides and other resources that help verify authenticity. Products themselves can incorporate security measures such as QR codes or anti-counterfeit labels, to help customers identify legitimate items.
Communicate credibility
Collaboration with third party organisations, such as trading standards associations, can also create wider understanding. Reaching a bigger audience with information on what to look for and the differences in quality, reinforces credibility. And when customers report suspicious products or sellers, the response should be timely, transparent and supportive. This communication, in a consistent and reliable manner around counterfeiting concerns, can strengthen customer faith.
Want to learn more?
The challenge for brands in educating customers isn’t going to go away – ongoing dialogue is key. This, coupled with investment in anti-counterfeit measures and technology can prove that brands are prioritising their patrons’ interests. In the long term, a more informed customer is always likely to be a more discerning one, able to recognise (and therefore buy) superior quality.
If you’ve any questions about how your brand can do more to educate customers about counterfeiting, please get in touch.
