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":"26662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