Mail order retailer Boden will add product ratings and reviews to its web site this spring.

The retailer has successfully launched the service on its US web site already. It also intends to use customer review content in future online – and possibly offline – marketing campaigns.

Boden believes that allowing customers to comment on and rate its products will increase trust in its brand and allow other shoppers to make more informed purchasing decisions. The UK site receives more than 4,000 orders a day at present.

Boden e-commerce manager Sarah Blair Gould said: “Any online retailer that doesn’t consider adding the customer voice to its web site is missing out. Ratings and reviews reinforce our very high level of brand trust and community feel.”

On the US site, customers have taken up ratings and reviews enthusiastically, commenting on product issues such as variance in colours compared with the swatches displayed.

The service for both sites is being provided by BazaarVoice, which proved that the facility can work on an apparel site after signing Figleaves last year.

BazaarVoice hosts and moderates the content, which shows up on individual product pages on the retailer’s site.