Google is getting into the coupon business

by | Jan 18, 2013

Google is getting into the coupon business
4 min read

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 Offers

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 by Google

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

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

Coupon Strategy

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.


Recommended for you

Get Our Newsletter

Sign up for our newsletter and receive monthly updates on what we’ve been up to, digital marketing news and more.

Your personal information will not be shared, and we don’t like mail spam or pushy salesmen either!