Online sports retailer has introduced customer ratings and reviews on its website.

Users on the online cycling, running and swimming retailer’s site will be able to share reviews, photos and videos about more than 250,000 products available on the site. hopes the tools, from social commerce supplier Bazaarvoice, will increase sales and improve its search engine optimisation. web manager Steve Mills said: “Our vast number of products means it’s difficult to maintain up-to-date product information both for customers and for SEO purposes.”

The retailer will use a monthly email promotion to encourage customer takeup of the reviews service. The first campaign will be a competition to win a bicycle. Customers have a better chance of winning the more reviews they add to the site.