Goldsmiths will introduce ratings and reviews to its web site in the new year.

The jeweller wants to add value to the online shopping experience and also hopes to increase conversion rates and cut returns.

It is working with Bazaarvoice to roll out the service. The technology provider has implemented similar services for other UK retailers, including Early Learning Centre and Figleaves, proving that ratings and reviews can work for merchandise other than hi-tech products and consumer electricals.

Goldsmiths head of e-commerce Ian Warwick said: “We decided to implement ratings and reviews from Bazaarvoice to enhance the customer shopping experience. We know that the information is being demanded by consumers. Authentic customer reviews give products credibility – you can trust an impartial comment.”

He added: “I expect others in the sector will follow our lead.”

Bazaarvoice said that retailers can use the ratings and reviews content generated by customers to improve merchandising, increase multichannel sales and conversions, attract new customers and improve customer satisfaction and loyalty.

A survey of 1,300 US consumers found that 90 per cent wrote reviews in order to help others make better buying decisions.

More than 70 per cent said they wanted to help companies improve the products they sell. The study, conducted by market research company Keller Fay on behalf of Bazaarvoice, also found that 79 per cent wrote reviews in order to reward a company, while 87 per cent of the reviews were generally positive in tone.