Good to hear from you Thomas, and I do know there are two sides to every story. As I mentioned in the post above, it is really up the manufacturer in most cases to deal with actual defects....if there is any. It is up to the seller, especially if direct, to make sure that the manufacturers they represent are taking care of the customer (or else said distributor or dealer must take up the slack)....
Obviously the idea that a product must be brand new to be returned (if defective) would not make most people happy.....after all, how the heck would someone know if the unit was defective until they used it?
Also, the idea that stoves sold direct are always going to be installed by pros and to the letter of the manual....well, I think we all understand that is not going to happen. Even customers who bought in my shop (after much coaching) often did things wrong....and 100% of the time, it was my responsibility to fix it! Never once in 10,000+ units did I say "you did it wrong, eat it". I'm not saying that your company or the manufacturer is saying that......but the bottom line is that the customer must be satisfied one way or the other with education, help and most importantly, the attitude that they have trusted you with their purchase.
None of us, you included, are new to the game. We all buy stuff over the net.....I have a new flat screen, a new mac....just in the last couple of weeks. So we are not talking about something which is a mystery. Basically, in order to REALLY stand behind something, a manufacturer, retailer or distributor (or all three) have to add some $$ to the price in order to pay for all the "losses" of time, parts and occasional returns, etc.
Pellet stoves, as most know, are very different than wood (and than gas, IMHO) in terms of this discussion. Having sold them in my store for year, we found it difficult to stand behind them to the level were used to (with wood stoves)......even when we had 3 or 4 people on staff to deal with them - and had installed them ourselves. Many major stove manufacturers have chosen not to produce pellet stoves for this very reason - they cannot afford to "back" them to the degree which would uphold their reputation.
Once you or I (or anyone) takes a couple thousand bucks from a customer, they somewhat "own" us until we get their appliance working. Whether around the corner or around the world, I think that applies. Many successful companies have sold direct including VC.....Dutchwest, Woodstock, Dell, and on and on, but virtually all of them were "made" in the end by the level of customer service.
Again, not commenting on this particular situation, but it should not be that a buyer of a new stove needs to come here for advice on how to make their house not soot up. I think you can agree on that (although we don't mind helping ANYONE when we can)......
So, yes, I am talking about the perfect world...the LL Bean and Craftsman of online sales.
As far as your business, I honestly have not studied it (and have no reason to), but it is always an option to have a little higher of a price and more technical (as opposed to customer service) people on staff...especially if the manufacturer is lacking (and most are!).......tough business.
My "side" of this whole thing is always with the consumers, not wanting folks to have $2000 boat anchors......even the dealers of the "best" and most expensive pellet stoves made (like Harman) clearly say that they will not sell any distance from their shops since they cannot service them (meaning that folks WILL need lots of service). I think that says something. These are not computers that can be boxed up and sent back with a DHL call tag!
Anyway, thanks for jumping in - I hope your biz is doing well, and hopefully we can have our friend here solve his situation (seems as if he may have)....