Our latest Future Of Retail Report looks at the trend of Shopper To Shopper Service. One manifestation of this trend can be seen in Lithium, a software company that helps brands increase buyer confidence by providing access to peer-to-peer recommendations. Leveraging game mechanics, the platform offers various ways to reward customers for posting helpful answers to questions, while also associating their contributions with a boost in their inter-platform status ratings. The service provider aims to help customers find engaging social content and access peer recommendations leading up to the point of purchase decision in order to instill confidence in the product or brand. Lithium’s clients include McDonald’s Corp. and Nissan Motor Co.