Business Communication: IKEA Dresser Recall and Public Response

This report analyzes IKEA's response to the recall of MALM dressers due to safety concerns, following multiple child fatalities caused by the furniture tipping over. It examines IKEA's communication strategies with customers, including the use of social media, call centers, emails, and offline channels. The report details the reasons for the recall, highlighting the dangers posed to children and the company's efforts to address the issue. It explores how IKEA communicated with the public through its website, social media, and news outlets, emphasizing the channels used and the timing of communications. The report concludes with recommendations for IKEA to improve its compliance with safety standards and to broaden its recall campaign to reach more affected customers. The report is designed to provide insights on how businesses communicate during product recalls.

Running Head: WORKPLACE AND EMPLOYMENT WRITING 1
Workplace and Employment Writing
Name:
Institution

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Introduction
Following recent cases about the possibility of IKEA dressers and chest topping over, the
company has decided to recall over 29 million dressers and chests after it emerged that around
six children died and 36 others have been injured as a result of the furniture tipping over (2019).
According to the chairman of the Consumer Product Safety Commission (CPSC), Elliot Kaye,
the recalled dresser is MALM chests that were manufactured between the period of 2002 and
2016. This report will explore how IKEA communicated with the customers, why the company
recalled the products, and how did the company communicate with the public.
Strategies for communicating with customers.
Communication between a business and the customers is key to establish a good
relationship. A business may communicate with customers through social media campaigns. For
example, Facebook and Twitter can give customers regulate update concerning a product.
Another way is through call centers and dedicates service representatives. Businesses can also
use emails and offline channels such as newsletters.
The reason for recalling the defective goods
IKEA has recalled the MALM dressers after the company established that the product
posed a grave danger to young children. The recall was made in June 2016 following the death of
a two-year-old who was found crushed by the dresser in California ("IKEA is voluntarily
recalling all chests and dressers that do not meet the performance requirements of the U.S.
voluntary industry standard (ASTM F2057-14). - IKEA", 2019). The report indicates that at least
five other children have been reported dead following the tipping over of the furniture and about
36 others were injured.

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IKEA communication
IKEA is focused on communicating with customers who bought the MALM dresser
between the period of 2002 and June 2016. The company has established that the dressers made
between these periods did not meet the quality threshold stipulated in the industry. In July 2015,
IKEA instituted a repair program and sent over 300,000 repair kits to affected customers ("IKEA
Reannounces Recall of MALM and Other Models of Chests and Dressers Due to Serious Tip-
over Hazard; 8th Child Fatality Reported; Consumers Urged to Choose Between Refund or
Repair", 2019). However, the recall was necessitated following a third death by the MALM
dresser.
IKEA communication with the public
IKEA message to the public was that customers should stop using the MALM chests and
drawers that are not anchored to the wall. The customers are supposed to contact the company to
either get a refund or a free wall-anchoring kit. The customers were also advised to obtain further
assistance from IKEA website.
Channels of communication
IKEA communicated about the recall through the company website, social media pages
and through media channels such as BBC, CBS and ABC news. Additionally, Ikea kept its call
center open to address the concerns of the clients.
Timing of communication

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IKEA decided to recall the MALM dresser after receiving 186 reports of tip-over
incidents ("IKEA Recalls Dressers After Six Child Deaths", 2019). The first recall was on June
2016 and another followed in 2017.
Conclusions and recommendations
IKEA should ensure it complies with the safety standards set by the American Society
for Testing and Materials (ASTM) in manufacturing their furniture. Additionally, IKEA should
keep the recall campaign open and further spread the recall message through other sources to
reach more customers facing the possible threat.

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References
(2019). Retrieved from https://twitter.com/IKEAUSA/status/*******8*******946?ref_src=twsrc
%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E*******8*******946&ref_url=https%3A
%2F%2Fqz.com%2F1134932%2Fikea-reannounces-dresser-recall-after-death-of-8th-child%2F
IKEA is voluntarily recalling all chests and dressers that do not meet the performance requirements of the
U.S. voluntary industry standard (ASTM F2057-14). - IKEA. (2019). Retrieved from
https://www.ikea.com/us/en/about_ikea/newsitem/062816-recall-chest-and-dressers
IKEA Reannounces Recall of MALM and Other Models of Chests and Dressers Due to Serious Tip-over
Hazard; 8th Child Fatality Reported; Consumers Urged to Choose Between Refund or Repair.
(2019). Retrieved from https://cpsc.gov/th/Recalls/2018/IKEA-Reannounces-Recall-of-MALM-
and-Other-Models-of-Chests-and-Dressers-Due-to-Serious-Tip-over-Hazard
IKEA Recalls Dressers After Six Child Deaths. (2019). Retrieved from https://www.youtube.com/watch?
v=2zJfIFIouLM