Wal-Mart’s Asda intends to ramp up its use of customer ratings and reviews for its non-food ranges sold online in the UK. Retail Week reported that the grocer wants to allow online-shoppers to sort products by customer rating. Asda Direct has already added a top-rated section to many category pages, to highlight products customers have given high marks to. Customers can already write reviews on around 90,000 products on the Asda Direct site. Since Asda Direct introduced the ratings and reviews service from Bazaarvoice in November last year, 30,000 reviews have been posted, giving an average rating of 4.2 out of 5. Asda has found that customers value this feedback highly and wants to sign-post the customer-generated content more clearly.
