Last year, Google made mobile shopping from search results a cinch when it launched ‘buy on Google’ and ‘checkout’ buttons, turning casual browsing into cash. They’ve taken it one step further in 2016 by partnering with Polyvore, Curalate, and LiketoKnow.it to get users to purchase items directly. The goal: to make search even more lucrative.
It seems to have been successful venture. Google tested Shop the Look recently during New York Fashion Week. Those within the US who searched for details of the event on their mobile would be shown curated images which enabled them to shop for products directly.
After clicking on ‘Shop the show’ fashion fans are taken to a page where they can purchase what they’ve just seen.
Even if shoppers don’t have a particular brand in mind, Shop the Look can still can guide users towards a purchase. How? Users can Google an article of clothing, such as “cocktail dress”, and like items will be shown in the form of Google Shopping ads. Images will be sourced from bloggers, retailers, and publishers, whilst products will be sourced from Google Shopping inventory. Retailers will be charged on a cost-per-click basis, with impressions and clicks reported within shopping campaigns.
Shop the Look offers retailers another opportunity to turn the casual browser into a buyer by making shopping for favourite designers and clothing, an easy, convenient experience. Combined with behind-the-scenes access, videos and images, mobile users can engage with the latest fashions, and designers, and with a few easy clicks, purchase what they see immediately.
This is a clear attempt to vie for space in online shopping against retail giants Amazon and eBay. Google hopes to take the success it garnered from Fashion Week and move further into apparel, and expand into home decor. Shop the Look is currently available in limited locations.