Internet Retailer: 2012 Top 1000 Vendor Leaders

Internet Retailer's September magazine includes a special in depth feature on the technology its Top 1000 retailers (IR500 and IR Second 500) are using.  With many retailers and senior retail executives already  looking ahead to 2013 as far as strategy and planning go, in addition to Shop.org's Annual Summit earlier this month, the timing of this article in no mystery.

One of the key messages in this feature is the amount of vendor consolidation that's happened in the last few years across the eCommerce and retail industries.  Vendor stability and their ability to continuously deliver on all aspects of an agreement play a huge role in technology selections.  It makes sense - many retailers today are cautiously vetting vendors to learn about long term company strategies and direction.  Retailers want to know that the vendor and solution they select today will be the same vendor and solution in one, two, and several years in the future.  Retailers put such heavy investments into technology and solution providers and need to ensure they’re selecting the best partner for short and long term success.

Another key point in this article is the growth of Software-as-a-Service-based solutions for leading online retailers.  This article sheds light onto multi-tenant SaaS-based eCommerce platforms and the benefits that come with on-demand solutions.  OrderDynamics client Aleva Stores is featured in this article and discusses how the OrderDynamics on-demand eCommerce platform enables scalability and growth for their 10 retail websites.

An important consideration for retailers evaluating SaaS vendors, as raised by Derek Gaskins, CEO of Aleva Stores, is ability of the platform to be integrated into other best-of-bread tools. With an open-source or licensed software platforms, retailers are free to custom develop any and all integrations they choose by paying a third party developer or having developers on-staff.  With SaaS platforms, the retailer must rely on the vendor’s technology integration plan.  Many retailers have been put in tough situations with their SaaS platforms in which delays in adding third party support or huge upfront fees are often required.

OrderDynamics solved this problem through our Highly Integrated Virtual Ecosystem™ (H.I.V.E). OD H.I.V.E™ is a vast collection of pre-built integrations to leading third party technologies across marketing, social media, payment, and fulfillment.  Clients like Aleva Stores are able to benefit from drastically reduced or eliminated integration fees, and an improved time-to-market deployment over open-source and licensed eCommerce platforms.

Read the full article on InternetRetailer.com.

OrderDynamics Monthly Google Updates Report - September 2012

August was a busy month for Google. With updates to Panda, PageRank, Analytics and AdWords, many businesses saw shifts in search engine rank and search results. Here’s what was changed, how it affected businesses, and what these changes mean moving forward.

Google Search & Panda 3.9.1
Google tweeted on August 23 about the Panda 3.9.1 update, stating “Panda data refresh this past Monday. ~1% of queries noticeably affected”.  Effectively, this meant the refresh was deployed on August 20, less than a month after the Panda 3.9 refresh on July 24. Google has not made any additional comments to elaborate on exactly what the refresh was meant to address.

On August 10, Google announced on their Inside Search Blog the implementation of a new ‘signal’ to indicate when copyrighted information is being violated. The signal has been nicknamed in the online community the ‘Emanuel Update’ after Ari Emanuel of William Morris Endeavour asserted earlier this year that Google has the ability to filter copyrighted content from search results, the same way it does with child pornography. Emanuel stated, “stealing is a bad thing, and child pornography is a bad thing”. The new signal sends copyright removal notices to Google when it suspects copyright infringement; the more notifications Google receives regarding any given website, the lower that site will rank in search results. However, this is the most Google can do to websites suspected of copyright violations; they cannot de-index sites that are repeatedly accused of copyright violations unless a copyright holder actually approaches and asks them to. Those de-indexed can submit counter-notices thereafter to petition to be re-indexed. This is the first Google update pertaining to copyright management in two years.

An unannounced change to Google Search Results has also been fueling conversation in the online community: 7-result SERPS. Search Engine Land saw the following results when Googling themselves:

The image also indicates that websites which Google deems most relevant to a search query has the ability to overshadow all other results by showcasing sub-results within the top-ranking website.

Google PageRank
Google PageRank underwent the third of its quarterly updates on August 2. PageRank is based on a weighted scale from 1-10 based on the number of backlinks a website has. These backlinks are counted by Google as recommendations to a reference point – the more recommendations a website has, the higher their PageRank. However, if backlinks only go to the homepage of a website, the value is null and the recommendation is void.  As such, PageRank relies heavily on links to as many webpages on a site as possible, as well as internal linking. Google did not make any official announcements on the update, however many businesses observed big changes in their PageRank consistent with Google’s 3-month update timing as seen in the past.

Blog interaction has been credited in the past to increasing PageRank. Commenting on, and sharing blog posts, submitting blogs to directories, SEO optimization and internal linking of blog posts,  and blog sitemap refreshes and resubmissions are among the easiest way to boost PageRank.

Google Analytics
Google announced on their Analytics Blog on August 11 that they would be changing how sessions are calculated in Google Analytics. Previously any of the following would end a session:

• After 30 minutes elapse between page views
• The end of the day
• The user closes their web browser

The change affects only the last stipulation. In order to better handle emerging multichannel functions within businesses, a session will now end when the traffic source code changes – meaning if a user first clicked link A to get to a website, left, and then came back via link B, then there would be two separate sessions. That said, if a user clicked link A, left, and then came back after a very short time via link A again, it would be counted as one session. This effectively changes how Bounce Rate is calculated within Google Analytics, as a quick departure from a webpage could be deemed a legitimate session if the user revisited the page soon enough.

Google introduced Google Analytics Report Automation on August 23 – an integration that allows for easy export of analytics data to Google Docs, Sites or Spreadsheets using Google Apps Script, but specifically refers to the custom API implemented in Spreadsheets that allows dashboards to be updated automatically. The Apps Script means that no coding is required on the part of the user to create the reports they want.

Google Analytics also saw the introduction of the segmentation tool, Shortcuts, on August 29.  The tool allows users to configure data preferences and filter settings into a shortcut on the Analytics Dashboard, which then acts as a one-click means of accessing refined data they frequently use. Shortcuts greatly simplifies and cuts the time needed to refine by the type of keywords used to search and access a website, traffic source codes, region and more.

Google AdWords
On the Inside AdWords blog on August 28, Google announced the refinement of geo-targeting options within AdWords for Canada, the US, Belgium, Bulgaria, Denmark, India, Ireland, Romania, Sweden, Taiwan and Vietnam. The update allows for more specific local targeting with ZIP Code Targeting for the US, and Postal Code Targeting for Canada, as well as city-level targeting for the other countries. Location extensions can also be set up to target specific areas within a city. For example, if when targeting Toronto a user wants to specifically focus on the Scarborough area – location extension allows for that. In the US, AdWords campaigns and reports can also be tailored based on preferences yielded from TV audience data.

Google also wrote on the Inside AdWords blog on August 7 about an update to the AdWords Editor. The update was meant to support the transition from Google Merchant Centre to Google Shopping, enabling users to learn to manage Product Listing Ads the way they will be able to in Google Shopping, such as choosing ad placement based on bid amounts (since Google Shopping will require users to pay/bid for ad space).

OrderDynamics to Exhibit at the Retail Council of Canada's Retail West Conference!

The 2012 Retail West conference is right around the corner!  The conference, which is being run by the Retail Council of Canada (RCC) for the first time, is a one-day event happening next Thursday in Vancouver, and we're proud to be an exhibiting vendor at another RCC event this year.

The conference is set to focus on key Canadian retail topics like retail's future direction and how retailers can further engage customers.  Ecommerce will also be a heavy focus as Canadian retailers continue to align online and offline sales channels.  In addition, global retailers like Aritzia, Running Room, and OrderDynamics client JYSK are scheduled to speak at the conference.

Join OrderDynamics at Retail West at booth #4 to learn more about Canada's leading eCommerce platform and Connected Commerce, our multi-channel retail solution that enables seamless consumer experiences across all online and offline channels.  The conference will be held at the Pan Pacific Hotel in Vancouver, BC on September 27th, 2012.

For more information about the 2012 Retail West conference, visit: http://www.retailwest.ca

2012 Shop.org Annual Summit - Recap of the Show!

Earlier this week the National Retail Federation hosted the 2012 Shop.org Annual Summit in Denver, Colorado. OrderDynamics would like to thank everyone who stopped by our booth and met with our team, and of course, the NRF for putting together such a great three-day event. (We’re still processing much of the data and thought leadership generated from the Conference!)

The Conference, the biggest in its history with more than 4,400 attendees, signaled two things. First and foremost, Shop.org was the final U.S. Conference OrderDyanmics will exhibit at this year, and more importantly, that the first wave of eCommerce is completely over.

The biggest theme of this years’ Shop.org was the integration of online commerce with traditional retail channels. Terms like “Omni-Commerce”, “Agile Commerce”, or our very own “Connected Commerce” were everywhere from the exhibition hall to the keynote presentations. Nearly every retailer we spoke to was focused on bridging channels and centralizing retail operations around web initiatives. To us, this really speaks to the evolution happening within eCommerce. The first wave of eCommerce was about figuring out how to sell online (technologies, staff/talent, strategies, partners, etc…) and how to be profitable doing so. The next wave of eCommerce will be about creating best-in-class online and offline experiences by offering the same merchandise, products, promotions, prices and experiences across all channels. It goes without saying that this wave is already well underway.

For many, including us, one of the highlights of the Shop.org was seeing Jamie Nordstrom’s keynote presentation. His honest and insightful recount of Nordstrom’s approach made it clear that innovation in customer service is the key to their continued growth and dominance. In fact, according to Mr. Nordstrom, they’ll be irrelevant if they don’t continue to innovate how they approach customer service. Their commitment to testing new ways to engage and satisfy their customers is impressive and refreshing. Mr. Nordstrom and his team have fostered an environment that “celebrates mistakes” and spends an incredible amount of time understanding reasons why ideas and tactics didn’t work. According to Mr. Nordstrom, the most difficult part of becoming a true multi-channel retailer was merging their retail store and catalog (online) teams. He did suggest technology integrations were costly investments, but emphasized properly aligning the organization was where the “heavy lifting” occurred. There’s so much that could be said about Mr. Nordstrom’s keynote and the insight he offered (and we could go on and on), but one particular quote still stands out as a key message to his presentation: “Nordstrom can't focus on making decisions that benefit one store and not another. In the end, all stores are part of the same company and the customer doesn’t care about which store gets the credit for a sale”.

Another big theme from Shop.org was order management, and the movement to having it integrated within an eCommerce platform. In some cases order management might have been a longer term priority for retailers, while for others, it’s a tool they didn’t need before but now require due to significant growth. While the notion of an end-to-end platform is hardly new, it’s clear enabling improved customer experiences and faster fulfillment will be significantly easier using an eCommerce platform that features an integrated order management system. For retailers who are re-platforming or soon plan to, selecting an eCommerce platform with built-in order management would be a highly strategic investment and would provide a significant advantage over competitors.

One final thought about Shop.org: The Conference was a clear reminder how far the eCommerce industry has come, and yet, how much work lies ahead for retailers (and vendors) in order to catch up with consumers and their expectations. As Chris Ladd from The Finish Line said during an Omni-Channel roundtable session on day three of Shop.org, “It’s up to the digital guys to bridge online and offline channels”. One sentiment that echoed to us throughout the Conference was how the control has shifted from retailers to consumers. Retail was once about what merchants offered consumers, and subsequently what consumers chose to purchase from those offerings. Now retail has evolved to merchants reacting to consumers and their needs and wants, and adapting to new technologies which can be used to improve and connected consumer experiences across multiple channels.

Now that Shop.org has ended, we will be reaching out to all interested parties in the coming few weeks. You may also contact us directly: solutions@orderdynamics.com.

In the meantime, we invite you to visit our website at www.orderdynamics.com to learn more about our On-Demand Commerce Platform.

Sincerely,
The OrderDynamics Team
1 (866) 559-8123

OrderDynamics to Exhibit at the 2012 Shop.org Annual Summit!

The 2012 Shop.org Annual Summit is just two weeks away and OrderDynamics is excited to be exhibiting at one of the biggest and most influential retail conferences of the year.

The speakers list is particularly impressive this year too. Senior executives and retail leaders from Toys "R" Us, Nordstrom, Marks and Spencer Group, and Liberty Media Corporation are all Keynote speakers during the three day event. The 2012 Summit also features presentations from OrderDynamics partners Forrester Research, FitForCommerce, SLI Systems, and more. In addition, Shop.org will be filled with the latest findings from their annual State of Retailing Online Study, leading online and multi-channel strategies from the "Big Idea Sessions", and other evolving best practices from the dozens of retail roundtables offered during the Summit.

Join OrderDynamics at Shop.org in booth #124 to learn more about our on-demand commerce platform and Connected Commerce, our strategy for multi-channel retailers looking to create seamless consumer experience across all online/offline channels. The Summit will be held at the Colorado Convention Center in Denver, CO and runs September 10-12, 2012.

For more information about the 2012 Shop.org Annual Summit, visit: http://www.shop.org/summit12

JYSK Selects OrderDynamics to Power its Multi-Channel Order Management and Fulfillment Strategy

AUGUST 20, 2012 – TORONTO, ON – OrderDynamics™, Canada’s leading on-demand commerce platform provider, today announced that JYSK, an international retailer of bed, bath, and home furnishings, has selected OrderDynamics to power its multi-channel order management and fulfillment strategy.  This new partnership will enable JYSK to leverage its network of retail stores to unify customer experiences with in-store pickup options, synchronized online and offline sales channels, and advanced order routing capabilities.

JYSK, who has more than 2,000 retail stores across 34 countries – including 54 in Canada – plans to continue their aggressive growth in Canada, but first needed a more efficient way to fulfill orders through its distribution network.  JYSK selected OrderDynamics after an extensive search for a technology provider that could solve the retailers’ need to fully control and automate post-online transaction processes while also enhancing the customer experience.

“OrderDynamics provides solutions for brick and mortar retailers with deep multi-channel capabilities and functionality, setting them apart from other mass-market order management tools that cater to web-only and catalog retailers,” said Tony Holbrook, Manager of Ecommerce at JYSK.  “From the start of this process, OrderDynamics truly understood our intricate fulfillment needs and where we want to go as a business.  They demonstrated a thorough understanding of today’s multi-channel retail world, and how it’s evolving,” added Mr. Holbrook.

The partnership with OrderDynamics and their on-demand order management system will enable JYSK to deliver sophisticated routing of shipments to their retail locations, distribution centers, and drop shippers.  JYSK will be able to provide its online shoppers with in-store pickup options, in addition to being able to fulfill online orders from any of their retail stores within the closest proximity to the consumer.

These advanced order-routing capabilities will significantly increase the speed in which JYSK can fulfill orders for their shoppers.  In addition, JYSK’s online and offline inventory will be synched with their in-store retail systems to provide shoppers with real-time inventory information across online B2C, B2B, and call center channels.  JYSK retail stores will also leverage OD Endpoint™ – a solution specifically designed by OrderDynamics for warehouse and pick-pack-and-ship fulfillment scenarios – for quicker fulfillment and tighter system integration.

“The OrderDynamics order management system gives JYSK the ability to meet today’s consumer expectations while also providing them flexibility for future expansion with additional commerce channels,” said Michael Benadiba, CEO at OrderDynamics.  “Consumers expect a consistent and unified shopping experience between different channels and we’re pleased to help JYSK build such a cohesive strategy with our Connected Commerce solution.”

OrderDynamics Monthly Google Updates Report - August 2012

On July 18, Google officially retired the original version of Google Analytics. While having rolled out the newer version in March 2012, users were able to switch back to the older version for some time before Google slowly began removing the option.  The new Google Analytics brings with it several new features, as well as simpler ways to use veteran features.

Multi-Channel Funnels API
Google implemented an API for their Multi-Channel Funnels feature with great interest to developers. The feature allows users to establish various metrics related to conversion, such as the most common channels and paths through a web site leading to up to sale.  Metric types include Assisted Conversions, Top Path, Path Length, Time Lag, and others. The data collected using Multi-Channel Funnels can be combined with data from other platforms to establish advanced metrics; Google’s Official Analytics blog noted how analytics company Mazeberry Express combined media expenditure with conversion path data to establish Cost per Acquisition and Return on Investment.

Real-Time
Data yielded by Analytics is now real-time, and can provide feedback on exactly what has occurred on a website thus far in a day.

Social Reports
Social Analytics allows users to track how social media activity leads to traffic and conversions to a website. Users can now tell which social networks generate the most traffic and conversions, and how social media users interact with a brand on the social network itself. Google’s Social Reports generates reports such as:

●    Social Visitor Flow
●    Off-Site Activity - Social Data Hub
●    Activity Stream
●    Social Value at a Glance
●    Assisted vs. Last Interaction Analysis
●    Multi-Channel Funnel

Mobile Reports
Mobile Reports will prove to be a game changer, offering extensive information on how consumers interact with mobile devices with respect to a brand’s website and mobile app. Users will now be able to measure the analytics of their mobile app the same way they would a regular website, geo-locate where consumers are when using their app or mobile site, and which mobile platforms work best with the brand’s app and mobile site. The feature is not exclusive to smartphones - it utilizes data from any web-enabled mobile device.

Content Experiments
This feature is not new, but has been made much simpler to use. Previously known as Google Web Optimizer, Content Experiments allows for A/B testing within Google Analytics. Content Experiments asserts that it is an improvement over its predecessor in that statistics are better analyzed by preserving data for 2 weeks before making test results available, and automatically deleting tests that run longer than 3 months. It also automatically diverts test traffic away from low performing test pages to better performing ones to preserve data from being skewed. Content Experiments is also different from Web Optimizer because the testing feature is already within analytics, whereas Web Optimizer required hacks and code implementations to link test pages to Analytics.

Remarketing
Remarketing is a feature of the Google AdWords program that automatically has a brand’s ads follow a consumer after they have visited a site. The Remarketing feature within Analytics generates reports on consumer behaviour on a site to determine their exact preferences, and the data from these reports is then sent to AdWords to allow users to tailor their Remarketing ad campaigns according to exactly what their consumers want. This feature is automatically available to anyone with an existing AdWords account linked to their Analytics.

Google Panda & Penguin
With respect to these Google Algorithms, it has been a notably quiet month. On July 24, Google Tweeted about the Panda 3.9 data refresh. The results of the refresh were low-impact, affecting only 1% of search results over 5-6 days post-refresh. It is important to note that a data refresh is not the same as an algorithm update. This, and having made an uncommon two data refreshes in June which likely rendered last month’s update relatively minor, is likely the cause of only a minimal backlash post-update. As for Penguin, it has been 9 weeks - also uncommon for Google - since the last update, and there has been no news on when to expect the next one.

iQliving Selects OrderDynamics to Power their Online Storefront and Enhance its Multi-Channel Experience

JULY 31, 2012 – TORONTO, ON – OrderDynamics™, Canada’s leading on-demand commerce platform provider, today announced that iQliving, a Canadian specialty housewares retailer, has selected OrderDynamics to power its online storefront and enhance its multi-channel retail strategy.

The Toronto-based retailer sells more than 5,000 different product lines including bath, kitchen, and storage within their 3,500 square foot flagship store, and has built a strong customer base due to their attention to detail and exceptional customer service.  

iQliving opted to replace their legacy eCommerce solution after determining their online storefront didn’t match the premium experience, quality, or detail of its in-store counterpart.  After a rigorous selection process, iQliving selected OrderDynamics due to their experience in providing eCommerce solutions capable of integrating with in-store point of sale systems and existing offline loyalty programs.

With OrderDynamics, iQliving now has the ability to deliver an exceptional end-to-end online shopping experience with advanced online marketing and merchandising functionality, a fully integrated order management system, and OD Endpoint™ - a solution specifically designed by OrderDynamics for warehouse and pick-pack-and-ship fulfillment scenarios.

“It’s important for iQliving to incorporate the best elements of our in-store experience in our online store as we continue to grow that part of our business.  OrderDynamics enables us to create true multi-channel strategies and initiatives to better serve our customers,” said Vince Menchella, CEO at iQliving.  “OrderDynamics experience connecting online and offline channels, as well as their passion for eCommerce made it clear they are ideal partners for iQliving. They’ll help give us a distinct competitive advantage,” he added.

“iQliving recognizes the opportunity that exists today in the Canadian online marketplace and are aggressively pursuing growth with cutting edge tactics and advanced technology,” said Michael Turcsanyi, President at OrderDynamics.  “We look forward to working with the iQliving team to help them achieve their goals.”

Walking on a Cloud Increases Social Media Fanbase by 70% through OrderDynamics H.I.V.E. Partner ShopSocially

JULY 24, 2012 – TORONTO, ON – OrderDynamics™ Corporation, Canada’s leading on-demand commerce provider, today announced that Highly Integrated Virtual Environment (H.I.V.E™) technology partner ShopSocially, a social media platform that improves engagement, decision and conversion between consumers and retailers, recently helped multi-channel retailer Walking on a Cloud increase their overall social media fanbase by more than 70% over the course of two weeks.

H.I.V.E is a network of pre-built integrations between leading web and eCommerce technologies and the OrderDynamics On-Demand Commerce platform.  By proactively building H.I.V.E integrations into its commerce platform architecture, OrderDynamics significantly reduces the complexities and costs involved for retailers looking to leverage best of breed third party tools.  ShopSocially, and hundreds of other leading solutions, are available to all OrderDynamics Clients to leverage through seamless and easy implementation.

ShopSocially uses pre- and post-purchase incentivized sharing to stimulate social media exposure and build customer databases.  The social media tool allows online shoppers to either share a brand on Facebook prior to a purchase, or share just-purchased items for entry into contests, or to receive discounts on future purchases, helping brands drive web traffic, increase revenue and optimize exposure.

With ShopSocially, Walking on a Cloud ran several campaigns, including unique Canada Day and Independence Day promotions highlighted through their weekly email newsletter offering 20% off all products for the day.  Walking on a Cloud’s impressive results included:

•    Growing their social media fanbase by more than 70% in under two weeks
•    47.8% of email recipients used their coupon code from “Liking” the Walking on a Cloud Facebook page
•    More than 250 Facebook “Likes” in the campaign’s first 48 hours
•    More than 13,200 total social media impressions
•    An average acquisition of at least 35 new “Fans” per day since launching the campaigns

“Growing our online fanbase has been a big priority for us over the past few months,” said Mark Zuckier, President of Walking on a Cloud’s eCommerce division.  “We’ve tried several strategies in the past, but nothing has generated the kind of results ShopSocially has for us.  Having the pre-built integration into the OrderDynamics platform made turning on ShopSocially fast and extremely seamless.  We need this kind of flexibility to keep pace with our evolving customers,” he added.

“It’s always exciting to see how our third party integrations can truly help our clients.  We pride ourselves in offering pre-built integrations with the best technologies available to help our clients deliver incredible online experiences,” said Michael Benadiba, CEO at OrderDynamics.  “I am extremely pleased to see the online growth Walking on a Cloud has achieved in such a short amount of time.  I am also confident that ShopSocially can help many more of our clients too,” he concluded

Google to Transition from Google Product Search to Google Shopping – What This Means for Retailers

On May 31, Google announced that the free ride on Google Product Search would soon be over. Over the course of Summer 2012, they will be rolling out small changes to Google Product Search, and the way products are displayed in SERPs to eventually complete the transition to Google Shopping through the Fall.

How it Works

Google Shopping will essentially be an amalgamation of current Google Product Listings and Google Product Search results, and will appear in SERPs similar to the way Google Product Listings presently do. The items that show up just above or to the side of organic listings will come from only from online merchants who pay to be there; campaigns will be set up through AdWords, however rather than bidding on specific keywords, eretailers will instead bid on the maximum cost per click or action they are willing to incur.  In addition, eretailers who pay to show up in Google Shopping results can also enlist in the Google Trusted Websites program with which they will be able to have badges shown in their Google Shopping results indicating their status. However, payment alone is not the key to success with Google Shopping.

Google asserts that the transition aims to provide a better user experience. As such, their hope is that merchants who choose to pay for their inclusion into Google Shopping results will understand that this means they need to feature quality content, and up-to-date content and pricing to prove that their listing should be shown. With only limited space in the proposed Google Shopping area in SERPs, just because a retailer pays, doesn’t mean their ad will show up – the information must be relevant

What it Does

The new Google Shopping results will aim to make it easier to access more content in one space, building on the previous Search Plus Your World changes to Google Search. The tool will be able to identify broad terms and present sub-categories, should they be necessary, as well as additional filters to further narrow results.  Product listings will also feature Buying Guides in a pop-up tab, providing information for high-level product research on features and benefits without having to leave the Google Shopping arena.

What It Means for Online Retailers

As mentioned above, just because a retailer chooses to pay for inclusion into Google Shopping listings, it doesn’t mean they are guaranteed to be displayed. Also worth mentioning is this payment has no effect on organic search listings – rank won’t decrease by not paying, but it won’t increase with payment either. Google has increasingly been emphasizing the importance of quality content and its disapproval of spamming, notably with the Google Penguin algorithm. This means not only will retailers need to incur the extra cost for inclusion, but they will also need to step up their efforts in regards to producing content that will be useful to searchers.  An argument by Danny Sullivan at Search Engine Land contends that Google Shopping is counter-productive with its additional emphasis in content because many retailers may be willing to make the transition to Google Shopping without ever having that money help them. With content being a blatant necessity for Google rank anyway, it may make sense to bypass the financial investment and focus whole-heartedly on SEO alone.

Alternatively, those who are accustomed to the current Google Product Search and Google Product Listing models may not be ready to let go of the type of SERP exposure they yield from these services, and will be entirely willing to pay. Google has taken this into account by stating on their blog incentives to encourage retailers to enlist in Google Shopping:

•  Retailers currently utilizing Google Product Listing ads, and those who enlist in them prior to August 15 will be granted a monthly 10% credit on their total spend until year end.

• Retailers who currently upload products through the Merchant Centre to Google Product Search will receive a $100 credit toward setting up an AdWords account to begin their Google Shopping initiatives, needing only fill out a form with Google prior to August 15.

Google Shopping will be in full effect through Fall 2012, officially phasing out Google Product Search, merging Google Product Listing, and taking on the Google Shopping name.