Reuters reports that tech giant Google is attempting to add another revenue stream to their company in the form of partnerships with major retailers such as Target, Walmart, Home Depot, Costco, and Ulta Beauty. "Where can I find it?" This allows customers to shop their site through the Google Express app or by saying things like "buy peanut butter from Walmart", to place a quick voice order with Google Assistant's help.
This announcement marked an opposite approach to Amazon's retail ambitions, which recently have included acquiring Whole Foods and launching its own chain of Amazon Go Stores, and giving consumers the ability - at the behest of some marketers - to make purchases through their Alexa-enabled devices. The two services, along with Google Express, are linked by a new universal shopping cart. Later, the customer can stand in the kitchen, and use the Google Home voice device to add paper towels to the same cart and buy everything at once. Daniel Alegre, Google's president for retail and shopping, told Reuters exclusively.
According to Google, retail partners saw the average size of a customer's shopping basket increase by 30 percent after joining the program, and Ulta saw average order values increase 35 percent. Over the past two years, mobile searches asking where to buy products soared by 85 percent. Target reported that the size of customers Google Express checkout carts increased by almost 20 percent since partnering. This is an entirely new revenue stream for the company separate from AdWords that will also help push its control over the growing smart home and voice search market.
Both Walmart and Target previous year struck deals to appear in search results via Google Home.
Google hopes that this would lead to increased purchases across a wider range of devices including smart home devices with voice search, which are not now one of the key devices being used to purchase products online. Target shoppers "love the ease and convenience of making their Target run without lifting a finger by using a voice interface", Chief Information and Digital Officer Mike McNamara said. The fact that it's going to be helping someone compete with Amazon is just an added bonus that benefits both sides of the deal. For instance, if Sarah links her loyalty card to purchases at Ultra Beauty and she makes monthly purchases on eye makeup remover, Google will serve up the same brand of eye makeup remover during her searches around the same time each month.