{"id":117083,"date":"2013-01-17T00:04:00","date_gmt":"2013-01-17T05:04:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-looks-to-bridge-clicks-and-bricks-with-zavers-coupon-service\/"},"modified":"2024-12-31T05:51:44","modified_gmt":"2024-12-31T10:51:44","slug":"google-looks-to-bridge-clicks-and-bricks-with-zavers-coupon-service","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/google-looks-to-bridge-clicks-and-bricks-with-zavers-coupon-service\/","title":{"rendered":"Google looks to bridge clicks and bricks with Zavers coupon service"},"content":{"rendered":"

\"ZaversWithout a doubt, one of the biggest challenges of online marketing has always been understanding the relationship between online and offline behavior. This has been an enormous problem for marketers, but also for Google. Their Adwords product has always provided excellent tracking for businesses who sell online, but for people who rely on foot traffic to keep the lights on, there’s always been that pesky gap between the last click and the in-person transaction.<\/p>\n

In an effort to bridge that gap, Google has just announced a service called Zavers<\/a> (a service they acquired late last year and have repositioned into their product set), which allows retailers and manufacturers the ability to track offers from their websites to their registers through offers linked to loyalty programs. Users can redeem offers online and have them automatically loaded into their store cards (or directly into Google Wallet). This theoretically eliminates the need for traditional coupon clipping altogether. Offers can be tailored to specific users and are applied automatically when that user’s loyalty card is scanned at the register.<\/p>\n

Supermarkets are the natural testing ground for something like Zavers, and Google’s first round of testing is happening with stores like A&P and Price Chopper. However, you can be sure that Google’s aim here isn’t to make your mom’s trip to the grocery store a more intuitive experience. They’re after the data and the tracking<\/a>, and it doesn’t take a wild imagination to see that they would want to quickly apply this concept to all categories of retail.<\/p>\n

Google has studied the link between search and offline purchase for a long time, releasing all kinds of studies<\/a>\n

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