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Oct 24 2022

Regional Availability and Pricing (RAAP) for Grocery Chains on Google Shopping

In response to a growing demand for convenient online shopping, grocery stores are rapidly adapting to increase their digital presence and expand order fulfillment options.

With the introduction of Regional Availability and Pricing (RAAP) last year, Google has made regional inventory and price information independent from physical storefronts, focusing on an entirely online end-to-end shopping experience.

This feature is available across the Google Shopping network in both paid and free organic shopping listings, allowing merchants to customize product availability and pricing based on customer location while utilizing multiple order fulfillment options.

Prior to RAAP, grocery and CPG merchants were limited to Local Inventory Ads (LIA) which display in-store item availability to shoppers with the intent to drive foot traffic to their physical stores. However, the COVID-19 pandemic dramatically accelerated the popularity of online grocery shopping and delivery, with McKinsey’s State of Grocery survey projecting that grocery e-commerce penetration will more than double in the next 3-5 years. (“State of Grocery North America,” McKinsey, Feb. 2022).

As a result of this trend, Google rolled out RAAP to leverage Google Shopping listings to reach more grocery and CPG shoppers online without being limited to items on shelves in physical stores.

Contact VersaFeed if you are looking for a feed solution to implement RAAP as part of your Google Shopping strategy.

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