March 14, 2012 | by Andrew Kameka
Google has invested a great deal of money in order to be relevant in the crowded daily deal space. However, instead of trying to build a Groupon or LivingSocial killer, Google Offers is becoming somewhat of a deal aggregator and presenting offers from multiple services in one place. Today, Google announced that it will increase the number of participating deal sites and offer more coupons to users in four markets.
Austin, Houston, Miami, and Philadelphia users will soon see “the availability of all of our parterres’ deals,” according to Google. I’ve used Offers in Miami for several months now, but today’s announcement could increase my activity. Deals from other participating services were not available – and still aren’t after I checked a few minutes ago – but 23 of the 40 cities with Google Offers now have the company’s complete daily discount listing.
Google announced that the following websites have joined the Offers program, raising the total number of deal partners to 30: 8Moms, APDailyDeals, AT&T Interactive, Boston.com, DailyDeals.com, DoubleTakeDeals, Half Off Depot, Morgan’s Deals, Savored, Signpost and Urban Dealight.
You might wonder why these companies that are in competition in an industry with razor thin margins would be so willing to collaborate with Google, but it likely is about reaching more people and attracting a niche audience. 8Moms is a deal site most relevant to parents, and Boston.com as a discount-hunter has little value to someone in San Francisco. However, working with Google potentially opens the door to more people. Cassie Lancellotti-Young, Savored.com VP of marketing, drove that point home in her blog post on the partnership.
“We are incredibly excited for the increased visibility the Google Offers partnership will provide for the Savored brand, and we believe that Google Offers’ unmatched personalization/targeting capabilities will allow us to continue to fulfill our commitment to driving value to both our restaurant partners (bringing them the “right” kind of consumer) as well as to eager diners nationwide on the hunt for special offers that resonate with their preferences.”