The Wine Collector

Practical wine collecting advice from Steve Bachmann, Vinfolio's CEO

 
12
Apr
2007

Can consumers recognize defective wine?

Categories: Retailing

The wine retailer Premier Cru in Emeryville, CA, doesn't think so.

Premier Cru stopped accepting returns of open bottles two years ago according to Daniel Sogg in his story titled "The right to return?" in the May 15, 2007 issue of the Wine Spectator.  The rationale offered by co-owner John Fox in the article is "It's the lack of knowledge by the consumer...most people who say a wine is corked are confusing it with something else, like [the leathery, earthy character of brettanomyces], or they just don't like it."

While some consumers may get it wrong, it's not likely 100% of them do which is what Premier Cru's policy assumes.  On the other hand, perceived "unfair" treatment is one issue which riles consumers and drives them elsewhere.  So even if the consumer is wrong occasionally, the value of retaining the customer outweighs any cost of a return.

For more behind the Vinfolio philosophy, see my prior post, Returning faulty wine to retailers. In addition, read our current wine guarantee and returns policy.

1 comments:

I couldn't agree with your conclusion more. That would be the difference between a "grocery store" retail mindset and a service-oriented mindset.

Why do people pay a premium to shop at Nordstrom or Bloomingdales? Because A) those companies' target markets have the money and B) they will pay the premium for the service (i.e. hassle and worry free).

Kudos...

JOEL

(don't know if this made it through the first time)

Posted by Joel at Thursday April 12, 2007






Post a comment

(You may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)

 
 
 


The Vinfolio Advantage
The Vinfolio Marketplace
Watch Staff Wine Tasting Videos
Become a Vinfolio fan on Facebook
Trust E Certified
Forgotten password
 
Enter your email and we will send you
your password