In today’s world, it’s difficult for the consumer to really know what they are buying and who they are buying it from. Internet, social media and print advertising can make any company “look” good, but just because they have “sizzle” doesn’t mean they can deliver on their promises. Anyone can have a fancy website or use social media to promote their brand, but if they operate their company from their basement office, sell inferior 100% offshore product sourced from third party trading companies who use third party warehousing and logistics to get the consumer their lift, how can they really be as effective at customer service as they claim? Furthermore, how can they ensure quality when they never see the products that they buy and sell?
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