Google, Rakuten, Shopmium Give Consumers Reasons To Shop
Getting through this holiday season will likely mean shopping for the best deals — even more so than in the past. Coupons and rebates are making a strong comeback. Here are three ways that brands can reach consumers looking for deals.
Google, Rakuten and a new-to-the-U.S. savings app — Shopmium, a Quotient company — have made an impact on the ways that consumers can get the most from their dollars.
Google introduced a new way to find deals across the web using Google Search that relies on coupons, promotion codes or clippings, side-by-side comparisons and a method to navigate prices.
The coupon and promotion label, or badge, will serve up in the shopping search results on items running a promotion such as “15% off with coupon code HOLIDAYS.” In the past, Google showed when these items were on sale or the price dropped. Now those searching for deals can see specific promotions and compare them to others directly in search results.
A coupon-clipping feature allows consumers to copy promo codes when ready to buy. The side-by-side comparison view in Google Search consumers see the prices without having to leave the page, and a new design and feature called price insights helps searchers understand the prices they see and make better buying decisions. These new features will roll out in the coming weeks.
With Halloween behind consumers, Julie Van Ullen, managing director of Rakuten Rewards, believes there is a time between early October and peak holiday shopping days during the week of Black Friday and Cyber Monday.
“Some brands don’t have an issue with being highly promotional throughout the fourth quarter of the year, but many brands that simply can’t take the hit on gross margins,” Van Ullen said.
There are two ways that Rakuten offers drive cashback rewards to drive full-funnel shopping, such as Personalized Rewards and Dynamic Cashback. About 17 million daily active shoppers use Rakuten.
“Ensuring retention of shoppers has become important for most every brand in light of how inefficient and challenging new customer acquisitions have become because of cookie constraints and raised prices of advertising on social and programmatic channels,” she says.
Dynamic Cashback has become a way that brands can ensure retention of existing customers. Brands that leverage this feature, she says, and fluctuate the rate of cash back to consumers see 10% more shopping trips and an increased conversion rate of 34%.
Another option that came to the U.S, in late October — Shopmium — has more than 10 million users and is used by 20% of households in France, a company spokesperson said. It enables brands to offer rebates to consumers on everyday items they would find at the supermarket.
Brands such as Coca-Cola, Nestlé, Unilever and Dole have been using the platform to connect with European consumers.
Quotient has an impressive roster of consumer product goods (CPGs) brands including Clorox, Procter & Gamble, General Mills. The company believes that the U.S. launch of Shopmium will empower them to grow their relationships with American consumers through a new, revenue-driving touchpoint and powerful audience insights.