American consumers who buy online trust their family, friends and colleagues on purchasing recommendations more than a showroom sales consultant, online consumer or influencer, according to a recent study from Oracle.
The study found that if a product or showroom has a low rating or not enough reviews, it can be quickly ignored. Another study found that nearly 70% of all US online shoppers focus on the number of stars a showroom receives when evaluating a decorative plumbing and hardware showroom and other retailers. Another 61% reported that the quantity of reviews also influences purchasing decisions.
Most savvy consumers understand that online reviews can be manipulated - that’s why they gravitate toward showrooms with lots of reviews and that’s why decorative plumbing and hardware showrooms should ask each of their clients to post an online review about their experience. Not only will it help to grow referral business from your clients’ neighbors, work colleagues and friends, it will build credibility with those who find you online and want to know more about you.
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