Google has just launched Zavers, a new service helping retailers and manufacturers deliver digital coupons to customers

Zave to save

Google announced its new offering in a blog post, explaining Zavers would use real-time data to deliver more relevant coupons to customers.

To use Zavers, customers shop on retailer websites and save digital coupons to their account. This means coupons can be targeted to a customer's interests, unlike traditional coupons.

Coupons are redeemed in real time when the customer provides their phone number at checkout, with manufacturers paying a percentage when their item is shipped.

In-store gets more

Zavers also works with bricks and mortar retailers. The service is integrated with Google Wallet, meaning users simply tap their smartphone when paying in-store to redeem their coupons.

Real time data

Google says that Zavers will give businesses real time data on coupon redemption, which will offer greater insights into which products and deals are resonating with consumers.

“Zavers’ real-time data gives manufacturers new ways to measure coupon redemptions and analyze consumer preferences so they can manage distribution, tailor campaigns, and optimize budgets for maximum ROI,” the company explained.

Targeted coupons for targeting customers

Zavers follows Google's acquisition of digital coupon company Zave Networks in 2011, and sees Google move into the crowded and often inefficient coupon market. 

According to Business Insider, of the $470 billion worth of coupons distributed in the US in 2011, only $4.6 were redeemed. Of these, only 1 per cent were digital.

This uncertainty is mirrored by coupon giant Groupon's fluctuating stock price, which plummeted to an all-time low in December last year, only to double in the first week of January.

In September 2012 Facebook launched Facebook Gifts, which allowed users to send real life gifts and coupons to one another.

If Google's can persuade retailers and users that Zavers is the real deal, it may not only provide Google with another revenue stream, but encourage more retailers to invest in Google's online advertising. 

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