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18/01/2010

By Scott Thompson

Laithwaites Wine relaunches its website today and is now incorporating ratings and reviews - offering peer to peer recommendations of over 1,300 products.

Bazaarvoice has been appointed by the UK's largest independent wine merchant to implement its hosted Ratings & Reviews solution. "We wanted to find a better way to engage with our customers - allow them to hear what other shoppers think and pass on valuable information to each other," says Niki Freer, multi-channel development manager at Laithwaites Wine. "We're about real people and real wines, so the addition of user-generated content is a reflection of our brand values."

The retailer will also utilise user-generated content in its search engine optimisation (SEO) activity. "The benefits will be noticeable - shoppers' recommendations are a lot more valuable as people search in the language they speak, rather than marketing talk," says Freer.

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