Starbucks Coffee Company headquarters is located in a building in Seattle that, in 1912, was where Sears, Roebuck and Co. opened its first catalog distribution center outside Chicago.
There is a mural in the lobby illustrating - in Starbucks style - maps, images and icons celebrating the history of the building and the area. One of these illustrated elements is the "Sears Guarantee" circa 1914. It reads...
"We Guarantee.
That each and every article in this catalog is exactly as described and illustrated.
We guarantee that any article purchased from us will satisfy you perfectly - that it will give the service you have a right to expect - that it represents full value for the price you pay.
If for any reason whatever you are dissatisfied with any article purchased from us, we expect you to return it to us at our expense. We will then exchange it for exactly what you want, or will return your money, including any transportation charges you have paid.
Sears, Roebuck and Co. Chicago and Seattle, Wash"
Imagine the impact if some company... any company... had the fortitude to offer this level of customer service and satisfaction today?
Now that is a set of brand promises! I especially like the first one since it recognizes the nature of a relevant promise in the marketing context of a catalog. Also, your use of the term "fortitude" was striking to me. How often could use that term today in describing the tone and substance of brand promises?
Posted by: Michael | June 07, 2005 at 10:31 PM
How is the old Sear's guarantee that substantively different from the current Land's End guarantee? On the Land's End website, that guarantee reads:
Guaranteed.Period.
The world is full of guarantees, no two alike. As a rule, the more words they contain, the more their protection is limited. The Lands' End guarantee has always been an unconditional one. It reads: "If you are not completely satisfied with any item you buy from us, at any time during your use of it, return it and we will refund your full purchase price."
We mean every word of it. Whatever. Whenever. Always. But to make sure this is perfectly clear, we've decided to simplify it further.
GUARANTEED.PERIOD.®
Posted by: focus | June 08, 2005 at 07:25 AM
"Imagine the impact if some company... any company... had the fortitude to offer this level of customer service and satisfaction today?"
Ya, this is the kind of thing that keeps me awake at night........not.
Every company promises everything to all of their customers, show me actions, not words. This is simply fluff that soothes the soul of bureaucratic management types
Posted by: Josh Kerbel | June 08, 2005 at 07:41 AM
I hear ya, Josh.
A lot of us spend time talking about elaborate schemes to build customer loyalty... creating evangelists... creating a business that's a Purple Cow... and so on...
You could be ANY company selling ANY product... BUT if you offered this type of satisfaction you would immediately stand out.
I agree. It can't just be a slogan. The company would have to walk the walk. Perhaps it is Land's End. (as mentioned above). I've been pleased with returns to Target... they are "no questions asked" as long as you have a receipt.
Some businesses offer better guarantees than others. But rarely do you find a company willing to not only replace or refund - but also pay for shipping (transportation costs). No strings attached.
Posted by: Brand Examiner Paul | June 08, 2005 at 10:01 AM
Just not happening today. Today our world or our country is a country of complainers and whiners and sue-happy jack asses.
Posted by: pylorns | June 08, 2005 at 02:40 PM
Wow! Congratulations on stirring a lot of people's passion.
Posted by: Troy Worman | June 09, 2005 at 02:47 PM
You guys must not be doing much catalog shopping. Serves y'all right for ordering everything online ;-)
My wife shops for clothes almost exclusively by catalog. If she doesn't like it, it goes back. And we don't pay postage. Number of companies like Coldwater Creek, J.Jill, and others.
Bose also does a solid job on guaranteeing its stuff. I've had to send things back to them and here's the extra special part - you return it to them on their FedEx acct. via three day air - the minute you get the FedEx tracking number you call Bose and they ship you a replacement OVERNIGHT.
Posted by: RichW | June 10, 2005 at 01:14 AM
You can return ANYTHING to Walmart. Even stuff you didn't buy there. Costco also has a very strong return policy.
I think the saddest thing is people who take advantage of those policies. They share the blame for causing companies to water down their guarantees.
Posted by: Jason Carr | June 13, 2005 at 05:24 PM
Wow... I'd forgotten about that Sears guarantee... absolutely amazing. Now you're often lucky to get what you asked for, and doubly lucky if you don't get rude service at the same time...
http://foo.ca/wp/2005/07/26/budget-post-the-third/
Posted by: richard | July 26, 2005 at 06:39 PM