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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