Nike joined Best Buy and Sephora in becoming the latest retailers to leverage Google Shopping Actions program.
Shopping Actions, launched in March, enables retailers to list their products in sponsored listings adjacent to regular search results, in the Google Express shopping service and in its Google Assistant app that’s available within smart speakers such as Google Home and on smartphones. In exchange for the listings, merchants using the program pay Google a percentage of each purchase, which is a shift from its existing cost-per-click and cost-per-thousand impressions advertising models.
The retailers join hundreds of other merchants already in the program, a sevenfold increase since it was launched.
Google said in a blog entry that Nike becomes the the first brand from the Footwear and Apparel industry to join Shopping Actions. Google said, “Nike makes it easy for shoppers to discover and buy from a rich online assortment. Whether they are shopping through Search or with their voice on the Google Assistant, later this month shoppers will be able to find and buy Nike products directly on Google’s platforms.”
Eric Wood, VP of digital partnerships, Nike, said, “We’re excited to partner with Google and together deliver premium Nike content and inspiring experiences to consumers. We’ll enable frictionless discovery and purchase of Nike products across Google’s ecosystem and elevate the consumer experience with direct access to Nike products and additional benefits when they add their NikePlus membership at checkout.”