MONTREAL — Lightspeed, a provider of cloud-based omnichannel commerce platforms, announced that it will integrate Google tools directly into its platform.
In this way, the company (NYSE: LSPD) (TSX: LSPD), will help independent businesses globally as they safely re-open and expand their in-store capacity, according to a press release. As consumer preference towards shopping locally increases, the direct integration between Lightspeed and Google will allow independent retailers to manage a number of Google tools directly in their Lightspeed commerce platform at no additional cost, the company stated.
This announcement comes as new data from Google suggest consumers are interested in shopping local, but many are starting their journey online. Searches for “local” + “business(es)” have grown by more than 80 percent year over year, including searches like “local businesses near me” and “support local businesses.” Searches for “who has” + “in stock” have grown by more than 8,000 percent year over year, including searches like “who has gym equipment in stock.”
The collaboration between Lightspeed and Google integrates three tools directly into the Lightspeed platform: Google Local Inventory Ads, Google Smart Shopping Campaigns and Google My Business. The integration “is vital for omnichannel retailers, who use a multichannel approach to provide a seamless customer experience online or in a physical store,” according to the release.
- Google Local Inventory Ads: Retailers can reach local customers with local inventory ads, from directly within the Lightspeed platform. These ads help nearby shoppers know what they have in stock, driving more visits to their physical shop.
- Google Smart Shopping Campaigns: Today’s consumers are shopping across platforms and devices, online and offline, seamlessly. With Smart Shopping campaigns, products are eligible to show up across all of Google’s properties and reach users wherever, and whenever, they’re searching or consuming content.
- Google My Business: Lightspeed customers can get and manage a professional Google My Business listing straight from Lightspeed’s commerce platform. Retailers can keep customers up to date with their latest information, whether it’s store hours or COVID-19 safety protocols in place.
“We know that so much of business today starts with a Google search,” said Lightspeed CEO Dax Dasilva. “By combining forces, Lightspeed and Google are eliminating the pain points that prevent SMBs from effectively promoting their products online to the communities who prefer to shop local, providing them a springboard to simplify and scale their businesses as they prepare for the welcomed return of in-store shopping.”
Sabrina Geremia, vice president and country director, Google Canada, said, “Small and medium sized businesses have been hit the hardest during the pandemic, but globally we’ve seen a rallying cry to support them. Customers are shopping both online and in-store and expect a seamless shopping experience between both. As we look towards recovery, this integration with Lightspeed will provide a scalable solution for Lightspeed merchants of all sizes looking to reach customers in this new omnichannel reality.”
Google My Business and Local Inventory Ad integrations are currently available to all Lightspeed retail customers. Lightspeed’s Smart Shopping Campaign capability will become available in the coming months.