Barratts Priceless is encouraging customers to write ratings and reviews across its six websites.

The shoe retailer wants to increase conversion on the sites through customer-written content, as well as providing its head office with feedback and demand indicators. Its ratings and review service is delivered by Bazaarvoice.

Ratings and reviews are being posted on,,,, and Customers who submit reviews have the chance to win £100 in vouchers.

Barratts Priceless head of e-commerce Ken Platt said: “We’ll be measuring the increase in conversion and the signs are good. It’s going to benefit the business in lots of ways. For example, we’re liaising with buyers and our customer service departments to act on feedback; be it ensuring consistent stock levels of more popular items or improving products. We’ll use customer content in as many areas as we can.”

The retailer is also looking at how it could use the reviews in-stores and in its printed catalogues. For instance, it could put inserts into shoe boxes in store and parcels delivered to customers.