Amazon started customer reviews and now many other retailers are following. While only 23% of e-commerce sites post customer reviews today, such content is one of the most discussed—and desired—online enhancements. Many consumers love to write them and a recent survey shows that nearly two-thirds of web shoppers find them valuable and tend to be loyal users of sites which offer them. This session will lay out how a retailer can make the most of online customer reviews, what it takes from a personnel and technology standpoint to maintain them, how much editing should go into them, how negative reviews should be handled, and, most importantly, what the merchant gets out of them. Our first speaker is a researcher who has studied online product reviews and will provide an overview of the market and what retailers need to be aware of when encouraging customers to post reviews. Our second speaker is from a retail company that posts consumer product reviews at its web site. He will talk about the challenges and opportunities of reviews and the benefits the company has gotten from such content.