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":"994411a5f72d79cb7958e86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