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Google wants Trusted Stores in the UK

The Trusted Stores programme Google first tested in the United States may be coming to the United Kingdom later this year. The service has proved to be highly popular in the US, so an expansion to British merchants seems like the next logical thing to do.

Google Trusted Stores is a badging program that tries to improve an online store’s conversion rate and average order size. It does this by reassuring potential customers that the merchant’s shop offer a great shopping experience. Registered retailers display a badge on their site thereby proving they meet certain criteria from Google on areas like delivery times and customer service.

It only has been available in the US, but with thousands of sellers signed up, Google UK´ industry retailer leader John Gillian is looking to bring the service to the United Kingdom. “I’m championing to get it launched in the UK on a test basis with a few retailers later this year,” he said. “It’s good for SMEs in particular to help build up brand loyalty. One firm Beaucoup, which sells flowers online, saw an eight percent improvement in online engagement once it had the Trusted Stores badge on its site.”

Beaucoup sees the Trusted Store programme as a win-win situation. Because consumer get the assurance of seeing Beaucoups performance grades based on the actual experience of other customers, while the company enjoys the higher sales that come with that buyer confidence.

Mind you, it’s not set in stone that Google Trusted Stores will launch in the United Kingdom. Google confirms ‘it’s a lengthy process’. We’ll keep you updated!

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