Google is getting into the coupon business
Following the failed attempt to acquire Groupon for a sweet little sum ($6Bln) in 2010, Google has ramped up its efforts to get its offers in the retail space. Without much success to date, Google announced a new product targeting a new retailer segment
Zavers – Google Digital Coupon Service
Announced last week Google launched a new digital coupon service called Zavers. The coupon enables retailers and manufacturers to reward customers with coupons to their purchases. Boosting customer loyalty, increasing cart value/size and provide dynamic redemption rates are amongst Zavers main value for retailers.
From Google Announcement:
Unlike traditional media, Zavers’ real-time data gives manufacturers new ways to measure coupon redemptions and analyze consumer preferences so they can manage distribution, tailor campaigns, and optimize budgets for maximum ROI. Zavers also offers access to an extensive network of manufacturer coupons, opening up new retail revenue streams. Google Commerce Blog
Failed before with small Merchants
Google has tried again and again to attract its golden goose (small retailers) to new products without much success:
- Google Coupons,
- Google Offers, still marked as Beta,
- Google Offer Ads,
- Google Wallet
- Punchd, shut down less than a month ago.
The tech. Giant has found it difficult to access the golden goose that are small retailers.
Why is Zavers different
This time Zavers intend to be a solution for large retailers and manufacturers. A safer bet for Google due to their already existing data and relationship with big retailers and manufacturers. For larger retailers, this can help shift inventory more rapidly and drive more targeted in-store traffic
Zavers wants to bring in US retailers and large brands in by facilitating the creation and distribution of online coupons and offers tied with redemption, analyitcs and accounting all in one a streamlined back end.
The program has already a certain number of partners in beta and is offering service only upon invitation
According to Marketingland.com
NCH Marketing, which tracks grocery and CPG coupons, reported that nearly $500 billion in “coupon value” was distributed in 2011 in the US. Actual redemption value was much less, under 10 percent. Regardless there’s clearly an enormous amount of money circulating in this segment. Greg Sterling for MarketingLand
The main value for those retailers is to leverage Google Analytics as a unified tool to measure performance.
Tied up with standard resources such as ecommerce tracking and social media Analytics, in-store behaviour could become the next gold mine for advertisers.
Will Zaver join the rank of Buzz, Wave, Punchd and many more? Or will its integration with Shopping and Adwords help Google create a new stream of business by braking the online/offline barrier ?
The international expansion date is currently unknown. Subscribe to this Blog for updates on latest Google Business products become available in Australia.