User reviews come to the mobile phone

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For perfume retailer Sephora Direct and online tax service firm Intuit, the mobile phone just got more consumer-friendly.

Thanks to a new offering from social commerce services firm Bazaarvoice  called MobileVoice, these marketers, among others, are now letting consumers read user reviews on their mobile Web sites.

“It's about bridging that relationship between online and offline,” said Sam Decker, CMO at Bazaarvoice. “We know that a vast number of customers research online before they go into a store, but before they might have had to print something out. Now they can bring their mobile phone into the store and continue their research there.”

Consumers shopping in Sephora can access mobile reviews at m.sephora.com. Those shopping in stores looking at Turbo Tax can find reviews of the Inuit product at m.turbotax.com. Both companies will use in-store signage to alert customers of this mobile offering.

“People are always looking for ways that the mobile phone can improve their lives, and being able to research while they shop is one of those things,” Decker said.

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