Reviews are about more than just whether a product is good or bad.
They serve another important function: Reviews let existing customers guide new customers to the right product. If people buy the right stuff, you get happier customers and fewer returns.
Sometimes you need more than a 1-to-5 star rating system. Bazaarvoice* and the other review tech providers offer interesting options that focus on issues that are more important to certain customers. Example: Lilly Pulitzer asks customer to “Rate the Fit” of each item.
Figure out what causes your new shoppers to buy the wrong thing and let existing customers help them out.
(*I’m an advisor to Bazaarvoice.)