There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
While a certain percentage of them are almost certainly suspect, customer-driven online ratings and reviews are just too powerful to simply ignore. But does anyone really trust them?