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Landline numbers better for business according to South Woodford salon experiment

Salon owner Olesia Borovskaya, 24. Picture: The Academy Salon owner Olesia Borovskaya, 24. Picture: The Academy

Tuesday, July 29, 2014
1:06 PM

Landlines prove to be more customer-friendly than mobile numbers according to a physiological business experiment on a beauty salon.

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Extensionique, George Lane, South Woodford - a hair and lash extension specialist - took part in the study to find out about the most effective marketing strategies for small businesses.

The salon placed identical adverts online, with the only difference being the phone number attached.

The study by Everreach - a digital phone call management service for businesses - found that consumers were six times more likely to pick up their phones to call a landline number rather than a mobile number.

Extensionique owner Olesia Borovskaya, 24, of Woodford, said: “I knew I needed a landline number so potential customers would relate to us as a local business and I wanted my advertising to look more professional.”

The findings found that 58 per cent of those who viewed the landline advert picked up to call, compared to the 10 per cent that responded to the mobile number advert.

City University business professor Vince Mitchell said: “A landline number is a signal that acts both consciously and subconsciously on the mind to subtly alter our beliefs and attitudes, signaling trust because it implies a fixed presence.”

Everreach offers their clients a virtual phone management system, which allows businesses to create automated call menus and manage area dialling codes.

Everreach product marketing director Tony Joseph said: “We regularly hear from our customers that their local virtual phone number helps give their business a more professional appearance whilst giving their customers an extra reassurance that the business serves their local area.”

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