Google Search Shows Customer Frequency in local brick and mortar retail

This summer Google Search received a small, yet notable update. Users searching for local retail stores will be shown visitor frequency per day and hour – this way customers can avoid entering the store when it can be expected to be busy.

The idea behind this is to enable the customer to plan the purchase trip or the date for a cup of coffee better and escape longer waiting times. Google itself says, that this feature already is available for “millions of places and retail stores”. User can reach it through Google search in every browser. Google integrated places and retail stores, where visitors had shown interest in visitors’ frequency.

The feature has not yet been integrated in Google Now, yet the probability is high that this will be done.

The data sourcing works similar to the traffic app Waze, which was acquired in 2013, through Crowd Sourcing, meaning “tracking” of Google Maps users. “Much like we compute traffic data based on the anonymized aggregated movement of people on the road, we are able to determine relatively how busy a place is“, says Google.

Most probable some retailers still do not know this feature. The information this feature delivers may not be new for retailers that measure customer frequency, thus not delivering new insights. For all others it is a welcomed expansion of customer insights.

Google does not deliver further or more detailed information exclusively for business’, thus retailers only have access to the same data pool.

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