How Google Is Making Online Shopping Easier And More Fun [PSFK SAN FRANCISCO]

PSFK talks to Laura Jones about why simplicity equals enjoyment.

We are very excited about returning to SF for PSFK SAN FRANCISCO on November 21 to present the fourth volume of PSFK’s Future of Retail report. We have a line-up of speakers confirmed with more to come, hailing from companies such as Google and Foursquare.

One of these speakers will be Laura Jones, Product Marketing Manager for Google Shopping. She led the development of the new Shop the Hangout experience with Diane von Furstenberg and heads up brand and campaign creative for Google Shopping Express. Prior to joining Google, she worked on eCommerce and mobile payments at Visa.

Tell us about Google Shopping and the recent work you have been doing, particularly with Diane von Furstenberg and Google Hangouts.

Our goal with Google Shopping is to enable people to shop easily across Google. Shoppable Hangouts on Air are an example of how we’re bringing this to life. Content in certain verticals is inherently shoppable, and we saw an opportunity to create a compelling user experience in partnership with the Google+ team. We worked together to build the shopping interface for Hangouts on Air, and partnered with the Council of Fashion Designers of America (CFDA) and top designers – Diane von Furstenberg, Rebecca Minkoff, Marcus Wainwright and David Neville of Rag & Bone, and Rachel Zoe – to launch the experiment.

What are the larger changes in consumer behavior when it comes to retail and shopping habits?

With an abundance of new retail channels, users now have more ways to shop than ever before. Increasingly, content is becoming more than just a point of inspiration, but also an entry point to retail. People want to shop cross-platform and cross-device, and the more seamless that experience, the better. “Going shopping” is no longer just about getting into a car and driving to the mall. From discovery all the way through delivery, users have an abundance of options and are gravitating towards experiences that let them easily translate intention into action.

How do you see the trend of the omni-point-of-purchase, where virtually any encounter with a product can be converted into a sales opportunity, changing the retail landscape?

We’re getting closer to the point where any interaction can be shoppable. Brands now have more ways to connect with their customers and are seeking ways to make those conversations more engaging. Retail is increasingly becoming about forming meaningful relationships with users and being present at the moment of need (or want).

How is Google navigating this trend?

Our goal is to create a seamless shopping experience for users, across platforms, devices and use cases. Whether seeking inspiration from top designers with Shoppable Hangouts or getting same-day delivery of your weekly pantry essentials with Google Shopping Express, we are trying to make the shopping experience easier and more delightful for users.

Thank you Laura!

Come hear Laura speak about shoppable videos and more at PSFK’s Future of Retail conference! Learn more about the event here, and purchase your tickets below.

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