DIY retailer B&Q has installed software to allow online customers to communicate with each other about their experiences of B&Q products and services.
B&Q said it is using software from Bazaarvoice to improve the online shopping experience.
It already uses a system from the supplier that provides customer ratings and reviews as well one that answers customer queries.
In the first quarter of this year it plans to implement a system that allows customers to talk to each other about their experiences, known as Bazaarvoice Stories. This is all part of a project to improve the B&Q website.
Online shoppers value the community experience where they can get ideas and advice from fellow shoppers.
"Customer ratings and reviews are a no brainer for today's online retailer," said Joanna Robb, multi-channel development manager at B&Q. "Bazaarvoice's technology means customers don't just have to listen to us, but can talk with each other, helping them in the decision-making process."