Please pay us back.

[Alcoholic Actuary]

It would be the insurance company to whom any money would be owed, and it would be for them to make an appeal for those whose checks were never banked to come forward and pay for the goods received.

The store's dealings would be exclusively with their insurer, not with their customers. The insurer could ask the store to assist, but any appeal by the store should be for money to be sent to the insurance company.

The right thing to do would be to pay the insurance company when they appealed for people to do so.

This one. It is most likely the insurance company who is asking for the merchant's help in subrogating the loss. The insurer also most likely paid for the ad. And finally, the insurer will most likely split any subrogation proportionally between the insured deductible and total amount of loss paid. I'm sure this wasn't the first time an incident like this occurred - "they know a thing or two because they've seen a thing or two"

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