French Connection has implemented a social media feedback platform on its website from Bazaarvoice to improve its understanding of customers.
The strategy aims to encourage consumers to rate products and share written reviews with peers, which the retailer will use to inform the way it merchandises products online.
In a recent paper on the use of social media in business Brad Strothkamp, an analyst at Forrester Research, noted that the key benefits for companies include understanding customers better, engaging with customers and strengthening relationships.
Director of e-commerce and digital marketing at French Connection, Jennifer Roebuck, said, "Capitalising on customer enthusiasm can reveal many hidden truths and increase the likelihood of a customer buying online."
The platform will also help to reduce the number of returns, and encourage brand loyalty, she added.
The service is provided by Bazaarvoice and is already used by companies such as Argos, Boots, Halfords, Wickes, Thomas Cook, QVC and Boden.
However, while retailers move to adopt social media technology, according to analyst Ovum, outdated technology is still affecting the userability of the majority of retailers' websites.