Product reviews on ecommerce sites improve conversions. But they also help with customer relations and, recently, even physical-store merchants have used them. But merchants, both online and in physical stores, should carefully plan the use of product reviews, and develop ideas for soliciting valid ones. To help us sort through the use of product reviews, we welcome Pehr Luedtke, the CEO of PowerReviews, a leading product-review provider. He joins Practical eCommerce’s Kerry Murdock.