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18
Jan

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

Is Zavers another iteration of Google Offers?

Google has tried again and again to attract its golden goose (small retailers) to new products without much success:

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.

 

Zavers Targets Large Retailers and Brands

 

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

 

Zavers can offer complete analytics view

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.

About Freddy
Frederic Chanut is the Founder and Managing Director of In Marketing We Trust, a Digital Media & SEO Agency based in Sydney. He's particularly passionate about SEO and the Algorithic world of Search Engine. In his limited spare time, Frederic enjoys surfing, cooking and socialising around a glass of Bordeaux or Australian Shiraz.

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