Scottish shopping centres among those in new Google search deal

By TERRY MURDEN
Published on 20/12/2012 00:00

SHOPPING centre owner Land Securities has secured an exclusive tie-up with Google Product Search, enabling shoppers to find which stores stock products they want.

The company believes the deal is an important development at a time when online shopping is becoming more habitual even for those visiting stores.

The web-based service will be made available across its sites, which include the Bon Accord and St Nicholas centres in Aberdeen and the Overgate in Dundee.

Studies have shown that customer behaviour known as ROPO – Research Online Purchase Offline – is driving a significant proportion of retail sales.

Google Product Search allows customers looking for a specific item to see results showing which retailers in that centre sell the product – driving traffic directly to retailers at the centres.

Todd King, digital marketing manager at Land Securities, said: “Providing shoppers with the option to click and collect, browse and buy or simply to offer inspiration during their visit to our centres, Google Product Search is an excellent example of our commitment to supporting our retailers by embracing the latest technology.”

He said the response from tenants had been hugely positive, with 24 retailers signed up already, including Argos, Bhs, Boots, Marks & Spencer, Oasis, Schuh, Superdrug and Topshop.

The company has also introduced free wi-fi in conjunction with public access provider The Cloud. The roll-out will be extended to all Land Securities centres in the New Year.