News breaking on 30 November that customers of a Walmart store in Cartersville, Ga, US, have pricked themselves with needles hidden in clothing products was yet another example of product contamination and the need for companies to respond quickly to such an event.
14-year-old Courtney Worthington was trying on some pyjamas bought for her by her mother in the Walmart store when a hypodermic needle pricked her finger and foot in an alarming incident for the teenager. A second shopper, Patricia Heidrick, reported she had been pricked by a needle hidden in women's apparel at the same store. Further needles were found in other clothing products.
Apart from the injury, the risk of contracting HIV from a contaminated needle (should they turn out be to be so) is real. Post exposure prophylaxis treatment should be given within 72 hours of suspected or possible HIV infection (and preferably within one hour) and it is expensive. Monitoring over a period of months is required.
Walmart responded quickly. They said they believed this was confined to one store. There was initial confusion as to whether the company would pay the customers medical costs relating to the incident (a big issue in the US where costs are high - one estimate is USD 1300 for the prophylactic treatment alone). According to one report, Mrs Heidrick said Walmart wouldn't talk to her about medical costs. A Walmart spokesman said "Walmart has reached out to Ms Heidrick. If any our our customers were harmed, we will gladly pay for any valid expenses."
The tampering so far does appear to be confined to one store and it's not yet clear who is behind this potentially serious criminal action.
What are the principles when handling product tampering or contamination?
They were established in the Tylenol crisis in the 1980s in the US, a defining moment in dealing with product tampering.
1. Customer safety must come first. If there are suspicions of tampering, immediate action to protect customers must come before anything else, whatever the price tag, if you want to maintain trust in your brand. Amazingly, on December 6, more needles were still being found in clothing at the store. The probability is that the metal detectors being used to check stock were not sensitive enough to pick up the needles (or the culprit was still planting them). Either way, it's not good news for customer trust in Walmart. Close the section and search the items one by one, by hand if necessary.
2. If you are a chain, you must have a clearly understood emergency system of alerting all branches if tampering is suspected.
3. If you sell something, even is tampering is not your fault, it is your responsibility - so be seen to take responsibility for sorting it out and protecting customers.
4. Care and compassion are the guiding principles of dealing with affected customers. Ms Heidrick didn't seem to feel she had Walmart's full support. The word "valid" in Walmart's statement is odd. I would have made this statement unequivocal. If a doctor recommended prophylaxis (which they may not, there are significant side effects) I would have paid for it without question and I am sure Walmart will. Try to make unequivocal statements.
5. Walmart did the right thing by getting out there and making clear public statements. They may have had police advice that it was likely this was an isolated incident and it's reassuring to say so, but be careful. Like the Tylenol crisis, the trouble may spread and then your credibility is damaged. This story was active on Twitter with alarmed customers, it's not immediately clear that Walmart were involved in the conversation.
6. It's important you tell customers afterwards what you are going to do to prevent the issue happening again. In this case, that is going to be difficult. After Tylenol, tamper proof medicine bottles were introduced which gave the public confidence.
Walmart is a giant company with a strong reputation. They have incidents and a well-oiled machine for dealing with them. So far it looks like this incident is contained. It's important not to over-react in where the situation is a local one, but the health and safety of your customers must always be your first priority. If you do not have their trust, you have no business.
(Posted from Singapore)
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