Final answer:
Retailers can reassure customers dealing with imperfect information by offering a money-back guarantee and leveraging their reputation for quality. These strategies are essential for firms like L.L. Bean that sell goods without the customer seeing them in person and can lead to business success.
Step-by-step explanation:
When a customer encounters imperfect information while shopping and the specific product they are seeking is not available, retailers have several strategies to reassure and retain the customer's trust. Offering a money-back guarantee can effectively encourage a purchase by providing a safety net for the buyer. This is particularly crucial for companies like L.L. Bean, which rely on non-store sales channels such as mail, telephone, or online platforms. The buyer's hesitation due to the inability to see and touch the product beforehand is mitigated by this promise of quality. Furthermore, establishing a reputation for quality serves as a signal to potential buyers about the reliability of the vendor and their products. This combination can lead to a flourishing mail-order or e-commerce firm. Lastly, suggesting alternative products that the store carries can be an immediate solution to address the buyer's needs whenever possible.