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Bazaarvoice, best known for its product review engine, also offers online retailers a suite of other social media marketing and analytics tool. It's just added one more to its arsenal of offering: mobile reviews.

Dubbed MobileVoice , the product delivers mobile optimized reviews to shoppers in bricks and mortar stores as well as to those shopping major brands. Participating retailers get a dedicated URL, m.NameOfStore.com. Shoppers can browse product categories, search by keyword, or find reviews by SKU number. Product pages are displayed for every category, along with product and review pages.

Sephora and Intuit are among the first to enlist in MobileVoice.

“Last year, almost 50,000 consumers reviewed TurboTax products with an average rating of 4.7 stars through Bazaarvoice Ratings & Reviews. MobileVoice puts the collective power of those customer reviews right into the store, and into the hands of people as they are shopping for tax software,” said Kerrie Foss, Intuit senior marketing manager. “ Recommendations from ‘people like me’ influence a consumer’s purchase decision.” TurboTax reviews are available at m.turbotax.com.

Sephora already has signage in retail locations encouraing shoppers to visit m.sephora.com.

Nearly two-thirds of consumers read their peers' reviews online (Deloitte & Touche). Nielsen found 81% last season's holiday shoppers read reviews. 44% cited customer reviews as one of the primary reasons they bought from a retailer – online or off- (ForeSee Results). A Rubicon study finds consumers are 2.5 times more strongly influenced by peer reviews than a salesperson’s advice, making the ability to access product reviews in the store extremely valuable to both consumers and retailers rather than forcing them to leave the store.

Rebecca Lieb

Published 23 January, 2009 by Rebecca Lieb

Rebecca Lieb oversees Econsultancy's North American operations.

Follow me on Twitter, or connect with me on Facebook.

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