Dobbies and the Great Goldfish Guarantee

We are a great fan of guarantees for helping consumers make a purchase decision. However if you are going to offer one, make sure it is worth offering.

Did you know that Dobbies (or at least the one just outside Edinburgh) guarantee their goldfish for 48 hours? Impressive, I’m sure you’ll agree.

What would the cost be to the company to extend that guarantee to 6 months or even a year?

I’d argue it would be negligible and would be more than out weighed by the additional sales as well as helping their customers to understand the need for all the hoops they make people jump through before they are allowed to buy a goldfish (possibly worse than trying to get a green card)

(I am pleased to say though that Zuba Barlow (pictured) is still going strong having being bought on Sunday (touching wood))

Leave a Reply

Your email address will not be published. Required fields are marked *

3 thoughts on “Dobbies and the Great Goldfish Guarantee”

  1. Dobbies.com says:

    Hi Tim. Congrats on the health and welfare of Zuba Barlow! We’re delighted to see pictures and we look forward to many more.nnWe want you to know that at Dobbies we’re always very keen to listen carefully to feedback from our customers and we’ll be speaking to our Head of Fish (yes, that really is his job title!) on Monday to discuss your views on extending the guarantee.nnIt’s quite a tricky one for us because after 48 hours it’s rather hard to differentiate between the quality of our aquatic stock and the quality of care provided by the customer. But we take these things very seriously and we’ll be discussing your comments on Monday.nnDobbies.com – inspiring gardeners (and fishlovers!) since 1865

    • Tim Barlow says:

      It’s quite a tricky one for us because after 48 hours it’s rather hard to differentiate between the quality of our aquatic stock and the quality of care provided by the customer.

      nn…kids in bed now so have had a chance to ponder this one.nnIt’s very common to see this type of objection get in the way of offering a robust guarantee. The fact remains that only a tiny percentage ever take out a guarantee so the risk is always much much less than perceived. nnOn every website we have implemented robust guarantees we have seen increased sales and never had any major issue.nnFor our own business for example we offer our first engagement with a no questions asked money back guarantee. In four or five years of doing so, we have refunded twice (one case was entirely our fault which has since be rectified, and another for a factor beyond our control). However the additional sales made as a result of the guarantee far outweigh the two refunds. Further the refunds have served to maintain an amicable relationship with those customers.nnCustomers deserve to be trusted. Of course there will always be “one”, but that can be mitigated against. A simple solution could be to limit it to one claim per customer.

  2. Tim Barlow says:

    I’m genuinely touched and thanks for finding our development site too!nn(Also impressed by the social media savvy!)

Like the Brain? Sign up for the packed-full-of-tips monthly newsletter