Argos, Evans Cycles and River Island are among the retailers now advertising via a new comparison shopping service (CSS).
The Productcaster CSS has launched as Google looks to increase competition in its shopping comparison service following an EU antitrust ruling last year. It is run by marketing technology ecommerce specialist Summit.
The service runs across the European Economic Area and enables retailers and agencies to use Google’s cost-per-click offer across its updated CSS format.
Launch retailers also include Durex, Gear4music, H.Samuel, Wayfair and Yours Clothing.
Hedley Aylott, chief executive of Summit, said, “We recognised the desire amongst retailers for a trusted, transparent CSS partner that offers sensible fees and a reliable service. When we became aware of this opportunity for retailers we created the Productcaster service to get our clients and agency partners live on CSS within a matter of days across Europe. They are already seeing a 15 to 25% benefit in CPC savings through Productcaster. We want to make it as easy as possible for retailers and agencies take advantage of the lower media fees in an ever-competitive market as fast as possible.”
The Productcaster CSS solution can also service agency clients through a tailored white-label solution. Omnicom Media Group (OMG) and several leading independent agencies are the first to partner with Productcaster to offer their retail clients lower CSS media rates.
Ian Carrington, managing director, performance media solutions EMEA at Google, said, “We’re pleased to welcome Productcaster to the table as a Comparison Shopping Service partner. Their technological capability and retail experience makes them a welcome arrival to our CSS programme.”
Commenting, Justin Opie, managing director at retail association IMRG, said, “The savings to be had through this new retail offering from Google are potentially significant given that our data shows that on a last-click attribution basis, paid media on average accounts for around 20% of the online retail revenue that is derived from all marketing channels. With the current uncertainty facing retail, we anticipate retailers to be interested in any opportunity to increase their ROI from their marketing channels.”
Image courtesy of Productcaster