Why Casper Changed Extended Warranties and the Impact on Other Brands
Mattress company Casper was facing a dilemma.
According to Rachel Pedicini, VP of Ecommerce and Brand Marketing, Casper was founded to “make it easier to buy a big ticket item like a mattress.” But management believed its extended warranty program wasn’t making things easier, it was bureaucratic and it burned consumers’ time unnecessarily. That hurts loyalty, repeat purchases, consumer reviews and customer referrals.
To make matters worse, the most likely buyers of extended warranties at Casper are the highest-spending customers. Casper knew it was disappointing its most valuable customer base.
Going into this holiday season, Casper management believed it had to improve its extended warranty experience.
But what to do?
Get the full story at Forbes.com.