Touch point and attribute tracking system and process

A manufacturer's product registration system includes a database system storing product registration information concerning a plurality of products, for example, consumer electronics products. The product registration information includes, for each unit, a unique identifier or serialization associated with that unit, the date on which that unit was shipped to a retailer, and, if the unit was sold to a consumer, the date on which the unit was sold to a consumer. In addition, the information stored in the database system (which could include one or more databases) includes return policy information concerning a pre-established return policy for each retailer. The product registration system also comprises an interactive voice response (IVR) system for permitting a retail clerk to telephonically enter a Serial Number to query the database system to determine the identity of a particular retailer that sold a particular unit, and to determine whether the particular unit is within a pre-established return period for the retailer that sold that unit. The system also includes a returns tool that provides a means by which a retailer can request a return merchandise authorization (RMA) for one or more units to be returned to the manufacturer. The returns tool is adapted to communicate over a network with the database system.