Google trying out real-time, targeted digital coupons with Zavers

Google has launched a new digital commerce program that aims to deliver the "right coupons to the right shoppers" in real-time.


Google is continuing to round out its e-commerce solutions, but this time it is taking further advantage of what is likely its greatest asset: data.

The Internet giant is introducing Zavers, a new solution to be sold to retailers and manufacturers for real-time digital couponing.

Basically, Google is touting Zavers as the method for getting "the right coupons to the right shoppers." Here's a rundown on how it works, according to the product site:

Shoppers find the manufacturer discounts on their favorite retailer websites and add the digital coupons to their online cards. Savings are automatically deducted at checkout when shoppers swipe their rewards card or type in their phone numbers - no scanning or sorting necessary.

Other features include being able to track redemption for these coupons in real-time and integrating rewards programs. Google also noted that manufacturers only pay for this program when a product is sold.

Spencer Spinnell, Director of Emerging Platforms at Google Commerce, explained further in a blog post on Friday, using a few colorful examples in which "dog owners don’t get cat food coupons and parents of teenagers don’t get diaper coupons."

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.

Real-time turnaround and responses to data feedback -- whether it be in retail, finance, or just about anywhere else related to business -- looks like it is going to be a major topic in 2013.

For instance, Google's launch of Zavers follows one day after SAP's big news that it is making its Business Suite available on its HANA servers.

While not completely focused on retail, there is some significance here.

Emphasizing that this development could rethink business processes as we know them, SAP executives asserted yesterday that their latest venture makes SAP the only software provider to offer business apps that analyzes transactional data in real-time on a single in-memory platform. That means HANA can translate real-time insights on-the-fly while simultaneously removing extra and/or redundant data.

Screenshot via Zavers by Google