November 30, 2011, 5:58 PM

Matter of opinion

There’s a new approach to customer ratings and reviews at

Mark Brohan

Research Director

Lead Photo

There’s a new approach to customer ratings and reviews at As part of a wider e-commerce site redesign in August, Kohl’s added more ways for visitors to search for and read customer reviews—and share those comments with friends and family on Facebook. Kohl’s, which expects web sales to exceed more than $1 billion in 2011, designed a new section on its product pages that lets shoppers filter customer comments by such criteria as rating, quality, style and value. Additional filters also let shoppers more quickly find and sort through positive and negative comments. “More customers want to be true and honest and have others take into account what they really think,” a Kohl’s spokesman says. “They want to share what they like and what they don’t.”


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