Retail
October 18, 2021
In May, Net-A-Porter launched a dedicated user-generated content page on its ecommerce site. Image credit: Net-A-Porter
By Nora Howe
When it comes to product discovery and conversion, consumers trust the opinions of other consumers, whether it is through product review pages or creative media content.
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","iv":"2dc0d5a29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