Last month, we reported on a new Google Lens update that incorporates more shopping ads into Google image search results — using AI technology and the Google Shopping Graph database of information on over 45 billion products. And while that improvement was geared primarily toward online shoppers, Google wants you to know that Lens is a key resource for in-store shoppers, too.
LEARN MORE about Google’s recent Lens and Shopping updates.
The latest Google Lens features are empowering brick-and-mortar browsers to know if the tangible products in front of them will create serious customer satisfaction or buyer’s remorse. In a (literal) snap, shoppers can “find details like product information, similar products in stock, whether a store’s price is competitive, and reviews by clicking an image of the product.”
Across the board, this is incredible news for Independent retailers looking to drive more volume both online and in-store. Here are three ways for small businesses to take advantage of the latest Lens features.
1. Optimize Your Online Store
Ensure that your website is fully up to date with the best ecommerce features. This includes accurate pricing, updated availability, detailed product information, product images and customer reviews. Make sure your inventory is among the 45 billion products pulled into relevant Google Lens search results.
2. Beat the Competition
Whether your local Google Lens users are shopping online or in-store, they’re likely to be comparing numerous factors that position you against competitors that appear in the search results. While price is often a primary factor in the decision-making process, it isn’t always the only or chief factor. Whether or not you win on price, you can still stand out by offering stand-up customer support, conveniences like same-day delivery or free takeaway services and clear and concise information. Make it easy for them to choose you.
3. Encourage the Use of Google Lens
If you already know you beat the competition and you have interested yet on-the-fence shoppers in your store — get them on Google Lens. Encourage them to compare. Show them the cost savings, the convenience and all the ways you offer greater benefit. This way, they’re less likely to leave and go elsewhere to make those same comparisons.
Familiarizing yourself with Google Lens’ new features will help you to better understand how your potential customers are shopping and better leverage this tool that they literally have at their fingertips!
