French Connection has teamed up with InStyle magazine to encourage customers to leave ratings and reviews on its website.
The magazine’s deputy editor Pat McNulty kickstarted the process with her reviews of 70 products published on French Connection’s website.
During August the retailer is holding a competition with the aim of capturing customers’ views and opinions on its new range, through the Bazaarvoice ratings and reviews platform.
Further, an email campaign will ask customers who have bought to visit the site to review and rate their purchases.
Jennifer Roebuck, director of e-commerce and digital marketing at French Connection, said: “Capitalising on customer enthusiasm can reveal many hidden truths and increase the likelihood of a customer buying online.
“Unlike our high street stores, shoppers don’t have the opportunity to try on an item of clothing before they buy, so giving customers a chance to share those insights post purchase will help others make a more informed purchase, help reduce the number of returns and encourage brand loyalty.”