Dave, I meant that the reticle is not optically centered within the scope itself.
Dialing shifts the image, not the reticle. No matter how much you dial, when centered accurately, the centre of the reticle should not appear to shift on the image when zooming. There is no user adjustment for the reticle position and unless the scope has been damaged I fear it is down to manufacturing tolerances and assembly.
Hopefully it will be sorted out when you send it back - good luck.
Colin.