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":"893a0d04e56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