I’ve just bought an item directly from the manufacturer. Unusually, I did not buy via an offer in a marketing email. I received an email acknowledgement of my order within an hour, which also gave a window for delivery and, also unusually, a rather comprehensive précis of the legislation covering consumer rights. I can’t remember ever getting so much information regarding my rights from a seller. I was impressed.

Included in the list was returns procedures complete with a link to their website how-to page. You might think they are pushing their luck. On the other hand, it might be that they were confident their product was as described and I would be pleased with it.

I assumed that the show of confidence was deliberate as I was a newcomer to their company, and not even on their email marketing list. I expected a link to a signup form for one, and that’s not to mention the habitual ‘Purchasers of this product also bought . . .’ bit of advertising, none of which were on the acknowledgement. In addition to the ‘Thank-you for purchasing our product’, which everyone expects, there was a link to a YouTube video on how to use it.

Many companies use every interface with customers to try and sell additional products or to get them to sign up to an email marketing list, and who could blame them. This company attempted something different. It tried to build a relationship with me, a new customer, by reassuring me they would honour their obligations under the law as well as keeping me informed of delivery arrangements.

I realise they are after selling me more products. Of course they are. But they did it in an exemplary manner as one can’t criticise them explaining the rights of consumers. It even included my rights regarding information they retained after purchase. It’s not trickery. Putting their motives to one side, their confidence in their product and their procedures were plain to see. I expect to see a link to subscribe to their email marketing list, or an e-newsletter, on a future communication. I’ll probably sign up for both.