Shopper Experience
21 December 2022
Got something sitting in your cart? Chrome will find the discounts
The Google Chrome browser is adding four new shopping features.
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New shopping experience features from ecommerce platforms have been just as much a hallmark of this holiday season as discounts. So it’s fitting that Google had one more release to share this month before it’s all wrapped up.
In its latest product update, Google shared new ways that its Chrome browser is making online shopping easier, with a focus on finding ways to save that fits a period of 40-year-high inflation. Check them out below:
Price drop notifications
This allows people to keep an eye on a special item that they would like to buy, just at a lower price. The new feature allows users to opt-in to receive an email or mobile notification if the price of a certain item decreases.
To activate it, users select “track price” in the Chrome address bar. In the side panel, users can manage the products they are tracking.
The feature is available in the US on desktops and Android devices.
Find discount codes in your shopping cart
When items are added to a shopping cart, Chrome will automatically find available discount codes and apply them at checkout.
“Pro tip: Just open the New Tab Page anytime you need to track down existing shopping carts and you’ll see available discounts there, too,” writes Sam Birch, product manager for Chrome Shopping.
These features are available on desktop, initially in the US.
Price check with Google Lens
See an intriguing item online, but curious to know how much it costs? This feature makes it happen. Chrome desktop users can right-click an item, then select, “Search image with Google Lens.” In the side panel, results will show the item, as well as similar options from various retailers and price ranges. The results will also show whether an item is in stock, or being backordered.
Checkout with Autofill
Fast checkout is the key to a great commerce experience. With autofill, Chrome will take care of entering all the details like address and payment, provided they are saved in Google Pay. This comes as the ability to save payment info was expanded to 67 more countries.
The Current’s view
Think about Google Shopping, and typically what comes to mind is search through the Google website. But these features point toward Google’s shopping experience extending anywhere on the web. It effectively positions the browser as an always-on ecommerce shopping assistant. What's more, centering the actions around pricing and checkout adds functionality that goes beyond searching for products.
It’s the year’s latest example of how the big ecommerce platforms want to be available for shopping beyond their own sites. Amazon wants to plant its checkout on DTC sites through Buy With Prime. Google is leveraging tools in its own browser. Don’t be surprised to see these plays at ubiquity escalate in 2023. On the web, ecommerce is about to get more embedded.
When it comes to shopping, Google is shipping this year. These are just the latest upgrades to the shopping experience on Google to be released this year. Here’s a look at our running list of more releases from Google:
- Introduced augmented reality tools for footwear and beauty.
- Launched new search features that integrate shopping with the main search experience, and make results more visible, including on desktop.
- Shared insights and tools to help merchants get ready for the holidays.
- Expanded enhanced ecommerce experiences to more ecommerce sites.
- Upgraded shopping ads to create a more visual experience.
- Rolled out new measurement tools to determine the impact of free listings.
- Added search features to help shoppers find deals.
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Marketing
09 June 2023
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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