Google Introduces ‘Shop the Look’
Google is empowering influencers and retailers with its latest update. This week, Google released “Shop the Look," which lets the user search for specific outfits and home items, showing links within shoppable ads. The end result? Shoppers won't have to switch to a different website to purchase the product — it can all be done within Google. Google has partnered with the likes of Polyvore, Curalate and liketoknowit.com on the Shop the Look initiative.
Total Retail's Take: This update not only benefits Google, but the multiple social influencers, fashion bloggers and retailers as well. Retailers may benefit the most from this update (if they choose to participate). In addition to Google's previous updates, including "Buy on Google" and "checkout" buttons on the search engine, retailers could see a large boost in brand exposure and purchases from Shop the Look ads. However, how the update will impact participants’ site traffic is still unclear.