BrandSource Touts Expert Reviews Program
The BrandSource Convention & Expo, which drew representatives from around 1,200 dealerships to Las Vegas this week, served as the group’s platform for the introduction of several initiatives designed to help membership both coax additional sales from existing clients and draw new customers. One such initiative that launched at the meeting, Expert Reviews, will be especially important in attracting a younger demographic into independents’ stores, said Bob Lawrence, CEO.
The program, crafted in partnership with ReviewInc, is designed to tap into the ubiquitous consumer buying habit of using online ratings to judge the merits of a business.
Lawrence quoted statistics that reveal 86 percent of customers access online ratings regularly, 72 percent trust them as much as personal, word-of-mouth recommendations, 84 percent say they are likely to patronize a business with a five-start seller rating, and just three percent of new customers are likely to try a business with a rating below three stars.