One form of marketing that has always been around and that has and always will work just fine is the coupon. Coupons are used all day, every day all around the country, so much so that there are television shows that focus on the use of coupons alone, like the all famous Extreme Couponing on TLC. Anyway, it was a pretty obvious expectation that coupons would become even bigger once they became digital, and when they did the expectation was proven correct. Companies like Groupon and Coupons.com can be found in the news all the time now, and consumers are starting to tap into the world of digital couponing quite heavily. So, what happens every time something gets big on the web?
Well, the answer is simple; Google takes action. Google has made attempts at couponing services in the past, with services like Google Coupons, Google Wallet, Google Offers and Google Offer Ads, but none have really taken off in the way that they had expected. But, the people of Google decided not to give up, and now they present to the world their newest step into the world of digital coupons, Zavers. This new service is an online couponing solution for retailers as well as a redemption solution for retailers and manufacturers.
This is how Google describes the new service:
“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.
With Zavers, shoppers find manufacturer discounts on their favorite retailer websites, and save the digital coupons to their accounts. Then they simply 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.”
Of course, Google created this new service to work with Google Wallet, their new online payment and processing service. However, it does not seem that many people have really taken a liking to Google Wallet, so Zavers will also be able to be associated with loyalty or credit cards that already exist.
The service was just announced recently, but already Google has lined up some great Zavers beta testing companies such as Price Chopper, The Food Emporium, Path Mark, Super Fresh, A & P, and Bi Lo. As you can see, most of these names are well known, popular companies, which points toward the fact that unlike many digital couponing services, this one is aimed at the bigger businesses and corporations.
As for distribution of coupons, it has been said that Google will allow many different ways to get coupons seen and used. Marketers and companies will be able to use AdWords, email, display ads, and even mobile advertising methods.
