For many, leaving a beloved pet in a stranger’s care is as nerve racking as dropping off their child on the first day of school. Perhaps that’s why, according to report by dog-training franchise Zoom Room, the pet services industry (training, pet daycare and overnight boarding) has risen steadily by 8–12% per year over the past half-decade — we want to know that our pets aren’t just being cared for, but that they’re cared about. As such, building and marketing consumer trust is critical for pet care brands.

For consumers, finding the right pet care provider, whether a veterinary boarding facility, doggy daycare, foster family or in-home pet sitter, is a balancing act between information and recommendations. Search engines offer information, but not impartial recommendations, where word-of-mouth recommendations from family and friends carry no verifiable data. Consumer review sites provide the best of both worlds — impartial information and recommendations from brand-neutral consumers who have experienced the service first-hand.

  • 88% of consumers have read reviews to determine the quality of a business
  • 72% of consumers say that positive reviews make them trust a business more
  • 88% of consumers say they trust online reviews as much as personal recommendations

For brands, consumer reviews hosted on a neutral third-party site are powerful social proof that can help bolster consumer trust at the Zero Moment Of Truth — a term coined last year by Google describing the point at which a search query and its results are the final factor in a consumer’s decision making process. For more information about leveraging social proof to drive sales, download our free guide.