By Greg Hazley
Consumer Reports has kicked off a holiday public education campaign singling out 10 “naughty” and “nice” companies based on consumer policies for returns and fees.
A full-page ad in USA Today on Nov. 22 will be backed by a Facebook campaign inviting consumers to list their own positive and negative feelings toward company policies.
Spirit is 'naughty' for baggage fees, while Southwest is 'nice,' according to CR. |
Tod Marks, senior editor for CR, said the goal of the effort isn’t to endorse or hit one company or another, “but to call out specific policies that we think put consumers first or put them behind the eight ball.”
Lauren Hackett, associate director of communications for CR, said the watchdog worked with New York agency VisualMaz on the ad.
The top three “naughty” companies are electronics retailers. Buy.com tops the list for its no returns policy for TVs larger than 27 inches, as well as not giving a phone number for customer service on its website. CompUSA follows for its “punitive restocking fees” of up to 25 percent and Best Buy is third for a 14-day grace period for returns of several electronics.
Spirit Airlines was whacked at No. 4 for charging $30 for carry-on bags in advance and $45 at the gate, and Verizon was jeered for doubling its smartphone termination fee to $350.
On the flip side, Southwest Airlines is lauded for its lack of charges for two pieces of checked luggage, including golf clubs or skis. LL Bean got the No. 2 “nice” slot for its 100% satisfaction guarantee, which lets consumers return any item at any time for any reason.
Shoe e-tailer Zappos.com gets plaudits for its free shipping and free returns, while Costco, U.S. Cellular and Orvis also placed high in the ranking.
Full list is here.
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