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":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