Google have launched a new digital coupon service called Zavers. The coupon enables retailers and manufacturers to reward customers with coupons relevant to their purchases. The aim is to help retailers boost loyalty and increase shopping cart size and offer redemption rates.
Zavers seems to be an interesting use case of Google applying all the data they have on retailers and manufacturers. It's a bit like a dating network for products and shelf space, in which the final goal is to meet new customers - whether online or offline.
The launch of Zavers follows the tech giant's release of the Offline Conversion API, which shows that there is a widespread effort to marry this data at Google. The name Zavers also seems to draw inspiration from Google's free ebook, called the Zero Moment of Truth, which argues that there is a new type of online consumer behavior which manufacturers and retalilers need to understand.
Zavers has a real-time analytics feature which enables manufacturers to measure coupon redemptions and examine consumer preferences such that they can better manage distribution, tailor ad campaigns and optimize their media budgets. The Zavers network also offers retailers a catalog of manufacturer coupons, which may open up new retail revenue opportunities.
Shoppers can use Zavers to match manufacturer discounts with the retails sites they use so that they can save the coupons to their shopping account. No phone numbers or coupon scanning is required - the coupons are instantly redeemable, with savings automatically deducted at checkout. Manufacturers pay for the coupon ad only at the point that the product leaves the shelves.
The benefits for manufacturers are listed as:
The benefits for retailer are listed as:
With this product launch, Google have announced D'Agostino as the latest partner in the Zavers network. Expect more announcements over the coming months.
In the long run, Zavers could also help Google socialize shopping further and loos to be part of a general move by Google to support retailers further. It will be interesting to see if it gets a lot of play in Google Catalogs too.
This article was originally published on Search Engine Watch.
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Jonathan Allen is the former Director of Search Engine Watch. He joined Incisive Media as director of Search Engine Watch in December 2009, and was responsible for setting the editorial agenda, sourcing talent and delivering a brand new site design in May 2011. In May 2012 Search Engine Watch won the Gold Azbee National Award for "Online Excellence, New or Relaunched Web Site" from the American Society of Business Press Editors.
Jonathan has spoken at the largest search conferences – SES New York, SES San Francisco, SES London, SES Chicago – as well as PubCon, KoreaComm and SIPA. His presentations are focused on topics such as the future of SEO, video optimization, and marketing automation. He has also provided industry commentary on breaking news for the BBC, the Boston Globe and Deutsche Welle.
Previously, Jonathan worked as a search marketing specialist for Incisive Media on leading B2B print/online publications and job boards in the legal, tech, and finance sectors (websites such as Legal Week, TheInquirer.net, V3.co.uk, Accountancy Age Jobs & Computing Careers). Before Incisive, Jonathan worked as an SEO consultant and also co-founded Moblog:tech, an award-winning mobile social networking software provider and owner of the mobile social network Moblog. In 2009, Moblog won the Experimental & Innovation Webby award for a collaborative mapping project with Shozu and in 2008, Moblog:tech's build of Channel 4's Big Art Mob won the community engagement award at MediaGuardian Awards for Innovation (MEGAS), The Royal Television Society's On The Move Award, and 3 BAFTA nominations.
Jonathan is best known in the search community for his video 50 SEOs, 1 Question.
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