Google’s Plan to Takeover Holiday Shopping

Source: http://adage.com/article/digital/google-s-plan-holiday-shopping/238613/

Top toy lists are usually made by major retailers, but this year Google unveiled its own list of hot toys. The list enables consumers to view toys in 3-D and also lists online stores and nearby stores, and reviews. Google has created this list in an effort to become shoppers' “information destination”. Per Google’s VP of Shopping, “the company's efforts are in response to changes in consumer behavior and the merging of the online and offline worlds, particularly when it comes to shopping habits. Seventeen percent of shoppers will visit a store, then buy online, while 51% who buy in store, researched first online.” Google wants to be the platform that saves shoppers time and turns their shopping intentions into action immediately.   Google’s shopping lists even include indoor maps for popular malls and select retailers and current deals and promotions. Google has also created a “Pinterest meets Amazon Wish List hybrid” called Shortlists, which can be used for researching products and discussing purchases with friends. 

Even though the world of shopping is filled with a variety of tools and apps, it is very fragmented and Google is basically consolidating all these available tools. Their ultimate goal is to increase activity into its paid product listing ads, which has led Bing to launch a campaign known as "Don't Get Scroogled." The campaign claims these shopping lists are targeted ads and not real search results.  The campaign doesn’t have much traction though with only 86 Likes and 44 Comments.   Even though Bing’s attack  on Google has been a failure, it will be interesting to follow consumer sentiment towards this new tool during the busy shopping holiday season.