Here's an interesting idea: it's a system that encourages your customers to write reviews of the products they've bought from you. But this time there's a difference: only people who've purchased an item are invited to write a review. What's the point? It stops your competitors with an axe to grind from writing unfair, negative reviews. And it means that unlike other sites, people will be able to trust the dozens of glowing reviews on your site. The system is called feefo, and it acts like an independent publisher of your user reviews - if someone says something bad about you, they'll still publish it. It's all part of establishing trust with your customers and giving them the confidence to buy from your site.