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Asda adds ratings and reviews to non-food range

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Asda has chosen Bazaarvoice to introduce ratings and reviews across its non-food product range.

The reviews services is now available across some 90,000 products on Asda Direct, including the George clothing range. In order to encourage customers to leave reviews, Asda is sending an email four to six weeks after each purchase requesting feedback on products bought.

“From a business point of view we can now see how products appeal to our customers — and our customers will receive unbiased views from fellow shoppers to help them make successful purchase decisions,” says Mitch Cooper, web merchandising manager at Asda Direct. “We’re also looking forward to using the results in other ways. For example, we plan to allow customers to sort by unique rating dimensions, such as ‘top rated,’ giving customers a new way to navigate while shopping online.”

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