What the Success of Google Shopping Express Really Means for Retail and Commerce

April 10, 2014

Google Shopping Express

By Johnson Kang

For those of you who don’t know, Google Shopping Express is a service that takes household-supply shopping to a whole new level. It offers same-day delivery options from a consortium of brands that include Walgreens, Costco, Target, Whole Foods, and dozens of others. In short, it’s a consumer’s dream come true.

I've personally been using Google Shopping Express (GSE) for a little over 9 months, on a very regular basis. Since I’ve started placing orders almost 3 times a week, I can't remember the last time I walked into a Walgreens, Target, or Best Buy. The convenience alone has been a major selling point. I'm able to avoid the commute to Costco for toilet paper, Target for water, or even REI for a sleeping bag. Do I ever feel bad when I see the GSE driver deliver a bag with my single Chapstick from Walgreens? Sometimes. It’s just that the convenience is simply too sweet to let negative thoughts get in the way of my shopping happiness.

Now, speaking to you as an expert in retail and eCommerce, convenience and near-instant gratification are factors that when combined, create the most optimal shopping experience. The fact that consumers in the San Francisco Bay area and Silicon Valley can avoid driving to multiple stores by jumping online, has changed consumer expectations in the area. GSE has affected how people shop for necessities like water, toilet paper, tooth paste, and even coffee (yes, coffee is a necessity).

GSE's true power comes in the form of predictive marketing. With their mountains of consumer data, they can tell what you need, when you need it. If I’m out of Cheetos, they know. And it’s right there on my homepage, waiting to be added to my shopping cart. GSE keeps track of replenishment items you might need to repurchase after an allotted amount of time, they send over a helpful email and display it front and center when you sign in. Is there a holiday coming up? Google has already put together a convenient shopping list of items they can drop off at your door step. It’s magic.

But seriously, it isn’t magic. It’s predictive marketing intelligence in a way that most retailers and consumer haven’t experienced before. With commerce giants like Amazon and eBay being the first in the industry to truly showcase predictive algorithms, it’s become more evident how much of an impact it has on consumer happiness. What retailers need to understand, is that this technology is no longer limited to big players like Google or Amazon. It’s available to everyone! Don’t believe me? Have a look at what AgilOne Predictive Marketing Intelligence really does for our customers.

 

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