Product Knowledge Gap Reveals Opportunity for Multi-Brand Retailers

August 27, 2014 / 0 Comments


The old phrase “straight from the horse’s mouth” supposedly originated in horse racing circles, indicating that the knowledge came from the source closest to the situation (the horse, of course). One of the earliest printed versions of the phrase was in a May 1913 edition of the Syracuse Herald.

“I got a tip yesterday, and if it wasn’t straight from the horse’s mouth it was jolly well the next thing to it,” the paper read.

When it comes to customer service, it’s no surprise that product knowledge is stronger when it comes “straight from the horse’s mouth,” or rather, the manufacturer of the product.

StellaService data shows that across Phone, Email and Chat, brand manufacturers provide superior Product Knowledge to online shoppers. In fact, brands that sell direct to consumers average 5% better Product Knowledge than multi-brand retailers when considering all product categories.

Interestingly, the gap in Product Knowledge between brands and resellers varies considerably across product categories.

Comparing Product Knowledge scores …

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