Google announced today that it has partnered with coupon distributor Valpak to provide electronic coupons that are served with business listings in Google Local. At launch today, this will include 20,000 coupons from Valpak’s existing advertisers.
We’ve long advocated the value of online coupons in both driving conversions and tracking offline purchases — traditionally an obstacle in determining search influence on buying behavior. Online coupons will play an increasingly large part in online search and shopping (not to mention mobile local search), and this deal will certainly push it forward.
Others that play in this space include ZiXXo, Cellfire (in the mobile space), 3Cdepot and ShopLocal. Expect more deals and announcements to come out of this area soon. We’ll write more about this trend and the Google deal in next week’s Local Media Journal. Here is more from the San Jose Mercury News, The New York Times, Search Engine Journal and Peter Krasilovsky’s Local Onliner blog.