Woolworths to publish shoppers' reviews online

Mixed merchandiser Woolworths is to publish customer reviews of its products online in an effort to boost consumer trust.

The retailer has contracted online publisher Reevoo to compile customer reviews on categories including toys, household appliances, mobile phones, music, videos and games. Customers who have made a purchase are invited by Revoo to review the products they have bought. The reviews are posted on Woolworths' site and also on Revoo's.

Woolworths online marketing manager, Mark Batty, said in a statement: "We actively listen to our customers and right now they are asking for more tools to help them make purchasing decisions. High on the list of requests is access to customer reviews. It's about adding value to the customer's shopping experience, which includes helping shoppers choose what to buy."

Reevoo already provides similar services for Comet, Currys, Jessops and Orange.

Later this year the EU Unfair Commercial Practices Directive is slated to come into force, designed to police unfair, aggressive or misleading advertising and marketing. It is expected this regulation will have an impact on how retailers advertise their wares online, including the display of third-party endorsements such as in blogs.