Timberland has added product reviews to its new web site to encourage loyalty and drive sales.

The UK version of the web site, Timberlandonline.co.uk, was launched in early October. It stocks men’s, women’s and children’s footwear, outerwear and clothing.

Timberland general manager of e-commerce Troy Brown said: “We have launched the site only recently and these reviews will help us identify popular products more easily and allow us to really understand the issues that are important to our customers.”

The ratings and reviews platform has been provided as a hosted service by Bazaarvoice. Customers must register on the site to be able to post a product review and Bazaarvoice moderates all reviews for unsuitable content before they go live.

Bazaarvoice said that it tries to amplify the impact of providing ratings and reviews through advanced analytics and by promoting content to major search engines to enhance natural search optimisation.

The site has the same look and feel as the US version and is using UPS to fulfil UK orders.