Customer reviews and other user generated content is becoming a "must have" for retailers to compete online. 50% of merchants surveyed have adopted the technology, according to a new report from The E-Trailing Group Inc. Of the merchants who have adopted customer reviews, 58% said improving customer experience was the most important reason for adding the program to there site. We find that

it helps potential buyers make a decision on the product that they are considering. It also helps us with customer satisfaction on each product we carry. If our customers don't like the product, we don't want to carry it