Google gives retailers more control through Commerce Search update

Share this content:

Google updated its Commerce Search platform, which is used by retailers on their own e-commerce websites, on March 29 to include interactive features such as instant results and in-store product availability. The update also gives retailers more control over which products are promoted in search results.

Google's goal is to drive consumer engagement through the features added in Commerce Search 3.0, said Nitin Mangtani, group product manager for commerce and enterprise at Google.

“[It is] like having a store associate talking to you while you are on an online site,” he said. “That's the kind of engagement we wanted to drive.” Retailers including Forever 21, GNC, L'Occitane and BabyAge.com will use the updated version on their websites, said Google.

The platform's “Search as You Type” feature generates instant results that appear under a retail website's search box as a consumer types a query. Mangtani said the platform uses the core backend infrastructure of Google Instant, which the company rolled out last September.

It also lets retailers create merchandising rules to promote certain products in instant search and product recommendation results. “If you're looking at a camera, we can show photos of cameras that are like that camera, and we can tell you which camera people ultimately bought,” said Mangtani. “But then the merchandisers can say, ‘I want to upsell this particular model of the camera, create that business rule, and insert that product in the related products, as well.'"

Retailers can also implement rules to promote certain products through banner ads that will display alongside related search results.

The new version of Commerce Search also allows companies to provide local product availability when a consumer searches for an item on their website. Consumers will also be able to view product recommendations, which are displayed based on other consumers' purchasing habits.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here