High street retailer Debenhams has created a dedicated section on its site which will lead consumers to its most popular products that fellow customers have chosen as 'top rated.'
Debenhams is also using customer review content in email campaigns to increase visits to the website.
Asda has introduced online customer ratings and reviews to its non-food product range.
The addition of user generated content to the site will provide the retailer with insight into how customers view and use its products, and give it the ability to display authentic feedback for other shoppers
Reviews are available across approximately 90,000 products on Asda Direct, including George, which includes clothing, homeware, and electronics.
In order to encourage customers to leave reviews, Asda is sending an email four to six weeks after each purchase requesting feedback on products bought.
Sam Decker, chief marketing officer at Bazaarvoice, said "I'm confident that Asda will see a high level of customer participation with its implementation of customer ratings and reviews and we're proud to work with such a well regarded brand.
"Feedback obtained from customer reviews provides invaluable insight into what shoppers really want from a retailer and can impact the entire organisation."
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