The poverbial backyard fence — that’s what TV on-air testimonials are meant to stand in for.  And now, with the QVC UK website racking up 3.5 million monthly session, online ratings and reviews simply brings that helpful, neighborly advice into the digital space.  The reviews are moderated, of course, but the retailer cares a great deal about its customers’ actual opinions.  Products are marketed, re-tooled, and even discontinued altogether based on user feedback.  Promotional events like the QVC Beauty Awards have been created out of whole cloth, based on ratings and reviews. Continue reading »