How Long Do Sofas Live?
How Long Do Sofas Live?
In my most recent post, I addressed honesty on the part of retailers towards consumers. In it, I spoke of misleading and false advertising practices. My belief is that the industry has outgrown it. Several readers disagreed and seemed to feel that it was just part of doing business. Sorry, I just don't buy it. One highly deceptive promotional tactic which has come along recently is advertising "Lifetime Guarantees" when no further explanation is offered in the ad or commercial. I believe it to be indefensible. In fact, I would welcome any reader to come forward and defend it as being unambiguous, clear, and honest; especially when no definition of the word ‘Lifetime' appears in the advertisement.
I would love it if someone would kindly explain to me how the tactic is not misleading and, in fact, untruthful. Advertising an item as being "Guaranteed for Life" generally means that the item is guaranteed for the life of the buyer; not guaranteed for an arbitrary life expectancy of the item that has been assigned by the retailer. If 100 people were asked what "Guaranteed for Life" meant I am certain 98 would explain that it means for the life of the purchaser. Perhaps the best known "Lifetime Warranty" on merchandise is Sears guarantee on its Craftsman hand tools. The guarantee is for as long as the original buyer owns the item. Other companies have "Lifetime" Guarantees or warranties on certain of their products or services such as Progressive Insurance, Hunter-Douglas, Toyota, and North Face. In each case it is either for as long as the original purchaser owns the item or is limited to except normal wear and tear and cover defective merchandise.
There are, indeed, furniture retailers that seem to be pretty much up front when they promote lifetime warranties; American Signature/Value City is one that comes to mind. They offer a limited Lifetime Warranty on ‘springs, frames, and structural integrity' and the details are readily available to the consumer; some other retailers...not so forthright. Of course in the case of furniture retailers that promote their version of a Guarantee for Life, I am sure (maybe I shouldn't be so sure) that when a customer inquires, they are told the truth about the so called "Lifetime Guarantee". But by then, the customer is in the store...and I guess that's the whole point of advertising. Still, it sure smacks of deceit, hucksterism, deception, and a little bit of a con to me.
Stephen Midwest VP commented:
Reminds me of my early years in Los Angeles during the Toyota boom of the late 70s...It amazed me how many prospects asked me if "this was a good car"...and I quickly learned and later trained my salespeople in many product venues over the years...that when presented with a similar query...it can pay HUGE sales dividends to remind the consumer that "I will make more money, if I tell you what you want to hear"...and would encourage them to shop carefully and with benefit of some homework...it is very effective...for both salesperson and consumer alike. Very.
Rob commented:
I agree with the comments above. Warrantees are just like insurance and sales people are sales people you must read and question the details. Very simple. Sales people are their to sell the furniture. I see it (furniture) everyday in peoples homes after use. I'm asked everyday "Why didn't the salesman tell me" this or that? The truth is they don't know, and would be surprised themselves in most cases how something is after use. Do they over sell it? For sure, but they really don't even have a clue how much they are over selling it by.
High End Retailer commented:
Reminds me of a cartoon...a women turns to one of her friends in a living room and says "you know I am on my third Husband but I still have same old faithful sofa..." The customer wants to know the warranties and when you are selling a fine product you want to talk about the quality and warranty...but as a retailer we don't make the product -we try to partner with the best manufacturers that will step up to the plate and resolve the customer's issues- but ultimately the consumer holds the retailer responsible.
finally commented:
More damage is done to the industry by over selling than so-called deceptive advertising. Lifetime Warranties inflate the customer's perception of performance and become a crutch for the salesperson. I bet that if you polled the service dept. for any major retail furniture store you would find that lifetime warranties and their true meaning (fine print) would be the source of most dissatisfied customers. They can barely build a car that will last 10 years much less a $299 sofa.
