Debenhams has added customer ratings and reviews to its online shop to enhance its customers’ online shopping experience and drive sales. The retailer is creating a dedicated section on the site which will lead consumers to its most popular products that fellow customers have chosen as ‘top rated.’ Debenhams is also using customer review content in email campaigns to increase visits to the website.

“Bazaarvoice’s social commerce tools will add value to the shopping experience and help customers make better purchase decisions,” said Brett Bennett, Senior Web Development Manager at Debenhams. “We can see that authentic customer content is received well; our email campaigns featuring extracts of consumer reviews are providing great results.”

“Debenhams’ customers don’t just have to rely on a brand’s professional opinion – they will also now be able to hear what fellow shoppers think,” said Sam Decker, Chief Marketing Officer at Bazaarvoice. “Customer reviews will also help Debenhams reduce returns and increase conversion rates.”

Debenhams currently operates 153 stores across the UK and Ireland in addition to its fully transactional website.

Image: Debenhams card

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