Shopping centre owner launches Google commerce search to support online convergence

Shopping centre owner launches Google commerce search to support online convergence

Land Securities, the UK’s largest commercial property group and owner of the majority of its shopping centres, is introducing new search technology to the White Rose shopping centre in Leeds.

Designed to enhance online and offline consumer experience for visitors to its shopping centres, Land Securities is using Google Commerce Search to deliver an aggregated search experience across multiple retailers.

Working with e-commerce and flash sales software provider InventCommerce, the estate owner is the first company in the UK to use Google Commerce Search to enhance the experience for visitors online and within the shopping centre.

Enhancing product search capabilities

The service is designed to help shoppers quickly and efficiently search for, find and locate products available in different retail stores by searching across multiple retailers’ product catalogues. Debenhams, Topshop, Warehouse and Oasis, four of the White Rose centre’s flagship retail stores, are the first to support the initial scheme. And visitors to the centre’s website will benefit from Google’s search features like Search Instant, designed to provide quick search results, and the ability to dynamically build faceted navigation allowing consumers to quickly and easily narrow down their search results.

The provider said that future phases could use additional Google Commerce Search features such as Product Recommendations, based on other users’ searches, and the ability to check local stock availability using data provided by the retailers.

Supporting multichannel strategy

Catherine Thomas, head of retail marketing of Land Securities, said: “Our aim is to support and deliver added value to retailers in our shopping centres and to support their multichannel strategy. The White Rose shopping centre in Leeds receives thousands of online visitors every day and Google Commerce Search will significantly improve their online experience.

“The retailers involved in this initial scheme will be able to provide a seamless service for customers across online, mobile and instore. If this trial is successful, we hope to roll out Google Commerce Search across more of our shopping centre websites throughout the year.”