“The reason we decided to purchase the icon is that essentially Oven Mate has grown over the last 11 years pretty much by word of mouth and personal recommendation. Women telling each other ‘you must try this’. They say word of mouth is the best kind of recommendation, and in truth, our biggest customers say that this personal interaction with their consumers is very important for them too – it is what gives them long-term credibility.
The Which? recommendation is rather like a word of mouth recommendation but put on a credible, trusted and recognised footing. It’s like having a trusted friend giving unbiased advice, so that’s why we decided to go for it when given the opportunity.
Our impression is that consumers trust Which? to be fair and unbiased. It is also our impression that it may well give a sales boost, as it would encourage people to give it a try! Essentially, we think that it is important for both credibility reasons and for commercial reasons. Our customers (Lakeland, Betterware, Kleeneze and others) have all been very welcoming about the opportunity to use the logo, as they obviously think it bolsters our brand claims, and will help with a sales boost.”