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.
{"ct":"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","iv":"d61941973e52f88f58c2a9306acb0674","s":"234c224b02231b05"}
Share your thoughts. Click here