Lightspeed, Google partner to provide marketing and advertising tools to retailers

Lightspeed has partnered with Google to give its small and medium-sized business (SMB) retailers access to Google’s marketing and advertising tools.

Through this new partnership, Lightspeed users will have access to Google My Business, Google Smart Shopping campaigns and Google Local Inventory ads through the Lightspeed platform. According to Lightspeed, allowing access to Google’s tools directly through its existing platform will help small business marketers grow by increasing their visibility.

According to Lightspeed, allowing access to Google’s tools directly through its existing platform will help small business marketers grow by increasing their visibility.

“We know that a lot of business today starts with a Google search,” said Dax Dasilva, CEO of Lightspeed. “By joining forces, Lightspeed and Google are eliminating the problems that prevent SMBs from effectively promoting their products online to communities that prefer to buy locally, providing them with a springboard to simplify and grow their businesses as they prepare for the welcome return. of – in-store purchases.

Lightspeed provides a cloud-based omnichannel point of sale platform for independent merchants. The Montreal-based retail technology company is listed on the Toronto and New York stock exchanges under the symbol “LSPD”.

This has been a busy year for Lightspeed, between expanding its payment product in the UK and Europe, the acquisition of Vend by Lightspeed for $ 350 million and the launch of its supplier network.

RELATED: Third Quarter Fiscal Year See Lightspeed Continuing Growth Track With Revenue Up 79% Year-Over-Year

The company’s supplier network, which it rolled out in January, and its new Google Tools integration are two parts of Lightspeed’s broader goal of creating “a seamless path for local retailers to grow their omnichannel businesses. “.

The partnership will allow Lightspeed retailers to manage Google’s tools at no additional cost, allowing them to automate listings and inventory levels in real time through the retail technology company’s platform.

“At the end of the day, we want to make sure our retailers start attracting more customers to their stores,” Peter Dougherty, vice president of partnerships at Lightspeed, told BetaKit. Dougherty described the partnership as Lightspeed’s first foray into the “visibility and marketing space” for retailers.

RELATED: Inovia Capital Raises $ 450 Million From Growth Fund II To Find Another Lightspeed

The integration allows users searching on Google to determine how much of a particular product a Lightspeed seller has in stock. Dougherty said this type of functionality “is fairly new” to small business retailers because the alternative options are generally more expensive.

Google My Business and Local Inventory Ad integrations are currently available to all Lightspeed retail customers. The company’s smart purchasing campaign capability “will become available [to Lightspeed retailers] In the coming months.”

Photo courtesy of Lightspeed


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