Appliance e-tailer DRL plans to pool customer ratings and reviews from its own websites and white-label sites it runs for other retailers including Boots.

DRL – which also runs Marks & Spencer’s branded appliances website as well as its own brand – plans to roll out the reviews to all nine websites it owns in the next few months.

By using all of the product reviews it collects on each of its sites, customers get access to richer content whichever site they chose to shop through.

DRL describes itself as the UK’s largest online appliances retailer, and has worked with ratings and reviews service provider Bazaarvoice to create the microsite and populate it with reviews content.

DRL online marketing consultant Matthew Lawson said: “We know the importance of social commerce in retail and this is the first step for DRL in letting customers lead customers to the right choice. This in turn helps increase conversion, sales of products and reduces returns. It also helps to flush out bad products which have recurring problems.”