Mike Blumenthal pointed out yesterday that Google has renamed Coupons “Offers” in its Places dashboard. This is likely part of a larger move to revamp coupons on Google more generally. The company not long ago invested in a self-service deals site, Signpost. And Google is also quite conscious of the success of daily deals and coupons more generally.
Google could have “owned” the coupon space. It clearly doesn’t.
But why has Google so badly blown the coupons/deals opportunity is my question? I think the answer lies in the fact that the company neglected to develop a meaningful consumer experience around coupons. It still can, however — and I’m sure is planning to. Yet Ask tried to aggregate coupons (etc) with Ask Deals and I suspect that hasn’t been as successful as hoped.
Until there is a meaningful consumer experience around deals/coupons on Google (online and/or in mobile) it’s unlikely that it’s going to be able to sell SMBs on coupon creation.
Related: What Is “Google Offers”?