Customer success story

Learn How Wholesale Cabinets Use EmbedReviews to Manage Various Review Channels in One Place

Furniture, Home & Garden, Ecommerce
Collect & display reviews

Wholesale Cabinets is one of the leading online cabinet stores in the country, providing customers across the USA with affordable, high-quality cabinets for more than 11 years. We create free kitchen designs for professionals and homeowners alike and offer them a personalized experience from inspiration to installation, with long-lasting RTA cabinets and pre-assembled cabinets, all backed by our Best Price Guarantee.

Goals and Objectives

To serve our customers with a best-in-class experience in every aspect during their kitchen and bathroom projects. We want to offer the best cabinets and countertops at the lowest prices that our customers will find anywhere, all while being treated like each customer is the only one we will ever have. We believe in exceptional quality and honesty in everything we do, and we measure success by the happiness of our customers. Our stellar reviews allow us to know continuously how we are doing in that regard.

Biggest Challenges

Our biggest challenge is navigating a fluctuating economy. During times of financial uncertainty, many homeowners and builders have to reevaluate their investment priorities. As a result, renovations, new constructions, and other projects can end up getting delayed or canceled altogether. Luckily, Wholesale Cabinets is proud to offer factory-direct cabinetry, which allows any customer to follow through with their project quickly, easily, and cost-efficiently.

A related challenge is communicating this objectively, which is easily achieved with customer reviews.

The Awareness

We talked with Niclas Langsten, CMO at Wholesale Cabinets, who was very kind to share their experience using EmbedReviews to manage their online reputation. For more details about here success with reviews, check the Wholesale Cabinets Google location and read some of their customer reviews with an amazing 4.8 average rating.

Q:  How important are online reviews for your business?


Q:  What is the biggest benefit of showcasing customers’ reviews on your website?

Customer reviews are an incredible opportunity to give an unbiased view of a company’s standards. When we showcase our reviews, we sometimes preface them with a phrase like “Their words, not ours,” which naturally are the words that matter the most to a prospect.

We can think as highly of ourselves as we like, and we can promise all sorts of amazing outcomes to potential customers, but it’s the testimonials and reviews from our current customers that are the ultimate proof. If they get a chance to share a positive experience in a medium that future customers are bound to come across (our website)–then we have an earned advantage in giving a fair view of what we are made of.

Q: Do customer reviews influence your conversion rates? If so, what is the outcome?

We are all human, and even if we are having this conversation as professionals, we ourselves are customers of other businesses when we go home after a day’s work.

A business with no reviews or reviews that are difficult to locate feels like an untrustworthy business to us simply because we believe in the opinions of others. It’s the same social proof we trust when we see a long line outside a store or nightclub or even when we hear a “live” audience laughing during our favorite TV show.

Niclas Langsten, CMO at Wholesale Cabinets

When contemplating a potential purchase, we wish we could ask our future selves if we were happy with our decision, but the closest we’ll get is reading the stories of others that wanted to fill the same needs that we are now looking to do.

Q: Where do customers mostly leave reviews for your business?

Google location

Q: How do you handle negative reviews?

We respond to every single one. Sometimes a negative review is due to some misunderstanding, like mixing us up with a similarly-named competitor. Other times a customer wants to express their frustration over something that might have been outside of our control, like damaged goods during shipping.

This rarely happens, but when it does, we always go above and beyond to make things right, and a negative review is often turned into a positive one as a result. This is perhaps one of the reasons for our current 4.8 out of 5-star average on Google.

What is your biggest challenge when it comes to managing your reviews?

Our challenges are rather minimal, thanks to EmbedSocial. They let us manage our various review channels in one place, and we can easily track performance and detect patterns in sentiment very early, almost before they even fully occur.

The Solution

Q: Why you’ve decided to try EmbedReviews?

I can barely remember how we initially made the decision; we have used EmbedReviews for over 4 years and have been happy since day 1. Whatever the reason was, I’m glad we picked this solution.

Q: How you’ve benefited from using our product?

EmbedSocial has been great for us in so many ways, but I think the best aspect is that you share our values regarding how a customer should be treated. Everyone in your team, from chat representatives to developers to our dedicated contact, Laze, always goes the extra mile to ensure that our solution is optimized and tailored to our specific needs. I’ve been very impressed with how quickly and thoroughly the EmbedSocial team follows up on our requests and gives us proactive updates through completion and beyond.

Q: How easy is it to use EmbedReviews for displaying social proof?

Anyone could do it, and everyone should do it. It’s one of my favorite tools out there. It doesn’t matter if you are a small business looking to grow your online presence or if you are a nationwide enterprise with years of customer reviews to show off; it is simple to get started, and it creates value for you and your customers without any required manual input over time.

Q: What have you learned from working with us?

That it’s not all the bells and whistles that matter in a SaaS tool (even if EmbedReviews has many of those), but it’s the quality of the employees and their hard work. We have had several custom requests over the years, sometimes rather difficult ones, and we have always felt like we are working with our very own team when receiving assistance from you.

Q: Do you need specific additional functionality from EmbedReviews?

I think everything is currently great. I have requested a specific review source to be added, and our dedicated representative immediately forwarded the request to the relevant team, so hopefully, that will be resolved soon. Otherwise, I’d like to call it a complete tool.

Q: What would you say to other businesses facing the same challenges as you did?

If you are a business owner, executive, or team leader who has been tasked with showcasing unbiased proof of how great your product or service is–go with reviews and go with EmbedSocial.

Social proof goes a long way, and I can guarantee it has influenced your own purchase decisions more than once.


EmbedReviews is simply the ultimate tool for any business looking to make the most out of their hard-earned endorsements. It’s easy to use, and versatile, and the customer service is second to none. You’ll wonder why you haven’t tried it sooner.

Niclas Langsten
CMO at Wholesale Cabinets