The recommendation that consumers rely on most when it comes to driving brand awareness is decidedly low tech.
For 45% of consumers, the first time they hear about a retailer they have never purchased from is through friends and family, according to a new study by Yes Marketing. In “The Retail Shopper’s Journey to Loyalty” study, word-of-mouth recommendations significantly outweighed other sources, including product review sites (8%), influencer recommendations (4%) and news sites (2%) when it comes to driving brand awareness.