Google's new Shopping Insights tool lets retailers see product search trends in the United States by location to better gauge demand and adjust marketing efforts.
Shopping Insights shows which products are being searched for in more than 16,000 U.S. locations. It includes more than 5,000 products listed on its Shopping ad service and is updated monthly. More products will be added over time, and the data will be updated with greater frequency.
Retailers can see which video game console is more popular in searches in New York (answer: the PS4 edged out Xbox this morning) and whether Star Wars or Minions Halloween costumes are more popular in the Rust Belt.
Sridhar Ramaswamy, Google's senior VP of ads and commerce, announced the tool on WSJD live and said the company wanted to make the data more accessible. Retailers can then better target paid searches.
Shopping Insights has the potential to help retailers better connect online search with in-store activity. It will also include and differentiate mobile searches.
The tool estimates popularity and trends by aggregating keyword data from millions of searches, according to Google. Revealing more granular data about consumer interest and online activity could allow promotions to be targeted for greater accuracy.
-Read The Wall Street Journal story
-Browse Google Shopping Insights
-See the LA Times article
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