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":"2304e3d933772d81b06fe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