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Maplin gives product reviews the Greenlight

Electronics retailer has added a new product rating and review feature to its eCommerce site, as part of a wider drive to market its service-led approach.

Customers using the platform can ask questions and read expert advice, as well as post their own product reviews and comment on other customers' opinions.

The new tool has been developed in association with digital growth agency, Greenlight Digital, and it uses Bazaarvoice technology.

It comes after a month-long multichannel marketing campaign by Maplin, dubbed 'Ask Maplin', which was run to promote the in-store advice services and specialist expertise offered by the retailer's store staff. The adverts across TV, print and social media encouraged people to engage with Maplin to help find the solutions and devices they need.

Neil McGowan, chief technology officer at Maplin, said: "We decided in 2013 that our site needed to be completely overhauled and chose Greenlight to the deliver a solution based on SAP hybris.

"The recent trading results show our focus on improving the Maplin product and service proposition through an enhanced web and mobile customer experience is paying off and we now have a core platform upon which we will build our future omnichannel systems to deliver an outstanding customer experience."

Back in November 2013 Greenlight oversaw the roll-out and development of the SAP hybris commerce platform at Maplin, which has since evolved to offer flexible fulfilment and delivery options including same-day delivery and click & collect, as well as personalised product recommendations via a newly-designed desktop and mobile websites.

Maplin sales grew 6.3% last year, totalling £237 million. Revenue on a like-for-like basis was up by 4.3%, which represented the retailer's strongest sales growth since 2008.

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