I don’t imagine retail outlets are going to be too pleased about this.
Today, Google has announced some new Google Shopping features for the holiday shopping push, including updated listings within Google Lens searches that’ll show you comparative prices for items that you search in-store.
As you can see in this example sequence, now, you can simply take a photo of an item, and Google will provide you with comparative prices at stores nearby, as well as similar products, availability notes, etc.
As per Google:
“This new update is made possible by major advancements in our AI image recognition technology. It’s powered by the Shopping Graph's 45 billion+ product listings, in-stock inventory data from a range of retailers and our Gemini models to bring you an entirely new way to shop in-store. 72% of Americans say they use their smartphone while shopping in-store, and more than half say they’ve left a store empty-handed because they didn’t feel confident enough to buy. This new feature can give shoppers the information and confidence they need to make a decision on the spot.”
So Google’s framing this as a positive for stores, in that they’ll be able to drive more purchase activity, but it’ll also make it much easier for consumers to locate cheaper deals elsewhere, which they can also purchase on the day.
I mean, you can already do this via online shopping either way, but this brings that same price comparison capacity to in-store purchases, which could be a big benefit for shoppers.
And with Google Lens now facilitating 20 billion visual searches every month, a lot of people are likely to make use of this comparison and discovery option.
On a related front, Google’s also making it easier to find what you’re shopping for within Google Maps, so that you can locate in-stock items nearby.
“Just search for an item, like a festive sweater, to discover stores nearby that carry it and browse relevant inventory. You can search for products including home goods, electronics, clothing and more, as well as items from grocery stores or retailers.”
So if you can’t wait for delivery, or you just want to get out of the house, you’ll now be able to browse items that are available in stores near you, further streamlining the in-store shopping experience.
Finally, Google’s adding more payment options via Google Pay, with shoppers soon able to pay via Afterpay and Klarna, in addition to Google’s existing payment partnerships. Google’s also adding Discover into its virtual card options, as another means to pay securely via Google Pay.
These are some handy updates, which recognize the importance of IRL shopping, and the tendency for consumers to want to buy in-store. Which is still a significant draw, despite the improved capacity of online options.
As such, Google’s looking to help drive in-store sales, in addition to its online shopping options.
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