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":"5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