Engagement with the community is essential if high-street retailers are to capitalise on the revenue-generating potential of online retail (E-traders warned: you snooze, you lose, 19 November). However, the increase in online revenues will only materialise if retailers take a more intelligent approach to online shoppers and user-generated content.

Today’s e-commerce customers expect more from retail web sites than cheap prices and home delivery – tailored searches, personalised recommendations and trusted reviews of products are essential to the buying decision.

Using customer intelligence to drive these services not only exceeds customer expectations but also builds a reputation of trust for the retailer. Consumers feel more comfortable purchasing related products when they have been recommended by peers, and will also return to the site for future items.

Rolf Elmer, Avail Intelligence