SIRAS: Low Returns For Video Products
By Editors of TWICE On Jul 19 2010 - 3:01am
REDMOND, WASH. — Home video
hardware has one of the lowest levels
of attempted returns in consumer
electronics, according to the latest aging
return data from SIRAS.
The provider of point-of-sale product
registration services to retailers and
manufacturers, which provides these reports
to TWICE exclusively, said that the
home video hardware category for the
June 2009 to May 2010 report includes
DVD/portable DVD, Blu-ray, digital tuners
and converters, and home-theater
components, but not TVs.
The reason for the category’s low
level of attempted returns (as a percentage
of total products purchased)
is because it has the single lowest rate
of attempted returns during the first 15
days following the date of sale: Less
than 70 percent of return attempts take
place during this period.
SIRAS president Peter Junger said
the low overall rate of return is a function
of two factors. First, the category
includes the digital TV tuners that
were part of the government’s tuner
rebate program last year. The program
subsidized consumer purchases of
tens of millions of digital tuners so that
people typically paid $25 or less from
their own pockets for the device.
Presumably, Junger said, only those
people who needed a box bought one,
and those who needed it kept it, since
it was their least costly way to receive
digital broadcasts following the analog
Secondly, said Junger, the category
includes DVD players, which, as
one of the less expensive and most
popular home technology devices,
is unlikely to arouse buyer’s remorse.
They are also devices that are relatively
simple to install and operate,
and hence are least likely to give customers
cause to attempt a return.
Retailers who are experiencing a higher return rate for video hardware than
for other goods, or who experience a high
rate of return (attempts) during the 15 days
post purchase, may want to look into the
situation, since it could be sign of return
fraud or other problems, SIRAS said.