Debenhams adds customer reviews to e-commerce site

11:42 26th June 2009

High street retail outlet Debenhams is allowing shoppers to express their views on its e-commerce site.

Users of the online portal can now post their own customer reviews, which social commerce technology firm Bazaarvoice believes could prove influential to other people.

Sam Decker, chief marketing officer at the company, said they would ensure that shoppers do not have to rely solely on Debenhams' professional opinion.

"They will now be able to hear what fellow shoppers think," he commented.

"Customer reviews will also help Debenhams reduce returns and increase conversion rates."

Brett Bennett, senior web development manager at the retail chain, added that giving shoppers the chance to express their views on the website would add value to the e-commerce experience.

This, he stated, would in turn enable customers to make more informed decisions when making a purchase.

Reviews from customers are already being used by the company for marketing purposes.

Mr Bennett stated that extracts are being included in its email campaigns and generating "great results".

"We can see that authentic customer content is received well," he commented.

This comes shortly after research commissioned by PayPal found that the UK's online shopping sector is likely to be worth more than £21 billion in two years time - 137 per cent more than at the end of 2008.

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