It is no secret that search engine giant Google has been trying to get into the coupon industry for quite time. It seems that their efforts have finally bore fruit, as the multinational corporation was able to strike a deal and purchased Cambridge based startup, Incentive Targeting.
On this eventful occasion Google’s spokeswoman shared that, “We look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers to deliver relevant discounts to the right customers. The Incentive Targeting company was specialised in personalised coupon and online marketing. The business model of this company was designed in a way that it brings “together retailers and manufacturers” to a platform that recognises the groups of shoppers within no time and then forward them “highly relevant offers.”
Since Incentive Targeting used to charge consumers for redeemed offers only, the firm boasts that they are earning more profit by reducing the risk to advertisers thanks to their payment model.
It remains to be seen how Google will use this platform or what reforms the search engine experts will bring to it. Getting into the coupon industry has been a longstanding dream for Google, who had unsuccessfully tried to acquire daily deal website Groupon once upon a time..
Google had made $6 billion offer to Groupon, but the ruler of the coupon industry turned down this offer as they believed that they had room to grow moving forward, resulting in the deal not materializing. Perhaps that door closed so that a better one could open for Google.
Source: Allthingsd, Engadget
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