Google is a
search engine, not a store, but it is increasingly inching into e-commerce with
products like its comparison-shopping service, Google Shopping. Shoppers are
savvier than ever. They use social recommendations, web searches and smartphone apps to make informed purchase decisions. So how can a retailer stand out and
get a shopper’s attention? Retailers can now add promotions to their product
listings on Google Shopping to make them stand out. In addition, they can
distribute their promotions on other Google properties such as Google Maps for
Android and the Google Offers app, and attract shoppers to their store. In a
few simple steps retailers can create a promotions list, map it to the right
products in Google Shopping and upload to Google Merchant Center. Our system supports user specific redemption
codes and associated reporting, enabling retailers to measure the performance
of each promotion. Google has recently changed Google Shopping to require
e-commerce companies to pay to be included in shopping results, so product
listings are now ads. Inclusion used to be free. Although some retailers agree,
and say the move could even help their sales, others are panicking. Some say
they will not pay for listings or will include fewer products, which could
shrink the selection shoppers see on Google. The move is a way for Google to
make more money from retailers, some of its most lucrative advertisers, but it
also needs to improve product listings to keep valuable customers from going to
Amazon.
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