12 February, 2013, London – Retailers may not be making the most of the opportunities afforded by Google’s switch over from free to paid listings on Google Shopping, which goes on 13 February, says Summit, a provider of consulting, online marketing and ecommerce to retailers in the UK and Europe.
Hedley Aylott, CEO of Summit, says: “The percentage of retail sales that are made through online search continues to grow exponentially. While many retailers may focus on the cost of paid for listings, the opportunities for boosting sales are huge as Google adds new features such as catalogues, offers and shortlists.”
Customers using search in-store for price comparison will be the next challenge for retailers to tackle”
From 13 February or ‘G-Day’, retailers need to set up trial paid Product Listing Ads (PLAs) with Google and actively manage product feeds to ensure product data is as relevant as possible for target audiences that are increasingly searching for products not just online but in store which in turn can lead to both online and in-store purchases. Indeed, recent research by IMRG shows that 48 per cent of smartphone owners did some pre-purchase research from their mobile device over Christmas 2012, an increase of about 9 per cent on the previous year.
Merchants will have to pay to be listed on Google Shopping. (PLAs) will replace free listings in a transition period that ends at the end of Q2 2013. All previously free Google Shopping Listings will be removed leaving just PLAs.
To continue competing for share of voice, retailers need to set up PLAs in Google Adwords as free listings will no longer show up on the Google search page and will be outranked by PLAs on the Google Shopping page.
Notes to editors
Further information on the Google Shopping changes
can be found at: http://www.summit.co.uk/online-marketing/comparison-shopping/google-shopping-the-complete-guide/
Summit is an online strategy, marketing and ecommerce company that provides consulting, online marketing and technology to retailers in the UK and Europe. We transform the way retailers trade. We give them advice, technology and marketing, so they can use online to build their business. We make it more likely that people will buy from them, than from anyone else.
With 120 experienced employees, offices in London, Yorkshire and Prague, Summit works with some of the UK’s most exciting retailers including, Arcadia Group, Argos, Homebase, Selfridges, John Lewis and Carpetright. Summit is a Magento Gold Partner and has a retail academy for its passionate staff.
CEO Hedley Aylott launched Summit in 2001 at HMP Wolds to provide online strategy, marketing and technology to businesses whilst establishing a rehabilitation programme for prisoners. Summit has also trained over 450 prisoners and employed over 20 following their release from prison.