What most influences product consideration with shoppers? It’s shifted from training the retail sales staff in the 90’s, to building communities of influencers through promotions and events in the early 2,000’s to online product reviews in 2019. As the founder of Kirwin Communications, 3point5 (now ExpertVoice) and Channel Signal, Paul Kirwin has been at the cutting edge of each of these movements, helping retailers and brands understand what influences customers. Today’s buyers are the most powerful influencers because they publish, through product reviews, to a massive audience of shoppers who trust them.