Google launched a digital coupon service Friday called Zavers that allows retail stores and brands to reward loyal customers with coupons. The service could support both local and national brands.
The service could increase the average order size and improve redemption rates by integrating data that helps retailers and brands better target and track who gets what type of coupon and discount, "so dog owners don't get cat food coupons and parents of teenagers don't get diaper coupons," wrote Spencer Spinnell, director of emerging platforms for Google Commerce, who called it a new way to measure coupon redemption and analyze preferences.
Consumers find manufacturer discounts on their favorite retailer Web sites, and save the digital coupons to their accounts, similar to the way Apple's Passport works on newer versions of the iPhone. They shop for those products and check out as usual. Redemption occurs in real-time, with savings automatically deducted at checkout when shoppers provide their rewards cards or phone numbers, no scanning or sorting necessary. Manufacturers only pay when a product is moved off the shelf.
Google acquired Zave Networks in late 2011, and then in November 2012, Incentive Targeting allowing retailers and manufacturers to identify customers and create behaviorally targeted promotions. The software also lets Google track the impact on shoppers' behavior over time.
Zavers had several retailers working with the company, such as A&P and Pathmark. Now New York's D'Agostino joins as the latest partner in its retail network. In the coming months, Google plans to announce other partnerships with a number of other major retailers.