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":"e7402c440ce387f57bd660911eb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