We already know that the sales channel tested in the US facilitates shopping thanks to the voice assistant.
It gathers all the vendors in one place and offers one cart for all of them.
It boosts the visibility of every participating e-commerce and makes every brand stronger. But this is not where Google Shopping Actions stops. We have investigated other advantages as already observed by e-stores in the US.
#3 GSA nurtures relations with e-consumers
GSA has an implemented recommendation engine, which provides customers with personalised offers. Every user can by the same products again with just one click.
How do these functions work?
Google gives an example here:
“Jeśli Kelly szuka np.: brzoskwiniowego różu i połączyła swoje konto Google z programem Nagrody Ultamate – sklepu Ulta Beaty, silnik proponuje produkty podobne oraz inne z tej płaszczyzny – takie jak pędzle do makijażu, z tego samego sklepu.”
Google goes further and says – “jeśli wiemy, że /Kelly/ regularnie co miesiąc kupuje środek do demakijażu, zaproponujemy jej tę samą markę środka do demakijażu, dokładnie wtedy, gdy pojawi się najwyższe prawdopodobieństwo ponownego zamówienia.”
Recommendations are advantageous for buyers and vendors. Buyers get to their favourite products faster, online stores are becoming more and more attractive and user-friendly.
#4 Freer contact with customers
If you are a partner of Amazon or Allegro, by any means you must not send any newsletters or other e-mails forwarding the e-consumer directly to your website. It is banned just like adding leaflets containing store data details and an invitation to see the offer directly in the store to shipments.
At Google Shopping Express, it is all different. As many as 68% of GSA buyers are new e-store customers. And here comes the most interesting aspect. Thanks to GSA vendors have access to all data left by buyers. When orders are placed, Google asks to sign up to an e-mail list.
If a customer is on the e-mail list, they can be engaged again by informing them about new promotions or discounts. This way the value of the customer and overall revenues go up.
#5 PPS – the most attractive cooperation model
Google would like to cooperate with vendors according to the PPS model (pay per sale), which is being applied less and less often. It means that you will not pay Google at all if you do not sell anything. There are no fixed fees or subscription fees, you pay only when you have already sold a product. There are no clicking fees (PPC or PPA). You pay a commission only after Google generates sale for your store.
This is a unique facility for start-ups or smaller e-stores, which have very tight budgets.
Google introduces another solution, which can compete with Amazon. The online sale giant has had no real opponent and could dictate the terms of cooperation to vendors so far. This is where GSA steps in. Its idea and technologies are at a high level. Its rates, competitive for Amazon, and the cooperation model attract vendors and customers are using the voice assistant more and more eagerly. It might be that GSA will soon be launched in other countries as well.