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Google To Drive Traffic To Malls, Not Just Websites

After Facebook introduced its graph search to find malls,restaurants,hotel through its powerful graph search through its like minded users, Google has also come up with the idea and deal to search the Malls and send traffic there.

 Britain's largest listed property company Land Securities has agreed a deal with internet search giant Google to drive business to its shopping malls.

The move is the latest initiative by a retail landlord to combat the growth of online shopping. Capital Shopping Centres Group announced this month that it is to invest in free Wi-Fi networks at its malls and open a fashion website through which shoppers can buy and collect goods from its centres.

"Retail is not dead. Retail is changing," he said. "There are 60 million people in this country that need to eat and wear T-shirts, and they have to get them from somewhere." "Some property companies were cynical about online, but more are taking their first steps get in front of the changes," said JP Morgan real estate analyst Harm Meijer. Retailers increasingly view their stores as showrooms where customers can see and touch items they prefer to buy online, Meijer said. "That means landlords will have to think carefully before linking rents to turnover as they commonly do."The deal with Google, which will allow shoppers to see if items are in stock, taps in to the changing habits of mall visitors, said Richard Akers, managing director of retail at Land Securities."They will know they can get what they want and plan their day around a meal and a trip to the cinema," he said.

"Go back to the last downturns of the 1970s and early 1990s and leisure spend has always been remarkably resilient," Noel said. "Yields are also high (at more than 6 percent)."

Google is a search engine, not a store, but it is increasingly inching into e-commerce with products like its comparison-shopping service, Google Shopping. At the same time, more people are using Amazon, a retailer, as a search engine to look for what they want to buy.

Google says the change will improve its shopping results because retailers are more likely to list accurate and up-to-date items if they are paying. It says the service had become polluted with product listings that were out of date or misled consumers about things like shipping prices.

 By requiring retailers to pay for listings, “incentives are aligned to make sure the data we’re receiving is of a higher quality,” said Sameer Samat, vice president for product management for Google Shopping, which used to be called Google Product Search and, before that, Froogle. “With better data, we can build a better experience for users.”

Although some retailers agree, and say the move could even help their sales, others are panicking. Some say they will not pay for listings or will include fewer products, which could shrink the selection shoppers see on Google.

The move is a way for Google to make more money from retailers, some of its most lucrative advertisers, but it also needs to improve product listings to keep valuable customers from going to Amazon.

“Google and Amazon both have the same end goal, to be the destination that people go to to do their product searches, and Amazon’s winning that battle,” said Michael Griffin, founder and chief technology officer of Adlucent, which does search marketing for online retailers and formerly managed Amazon’s paid search.

Meanwhile, Amazon has already removed its listings from Google Shopping. Looking for a Kindle? Google Shopping shows Kindles from Best Buy, eBay and sites called Fumfie and Glyde — but not Amazon. 


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