Google’s Froogle Ramps Up on Local

Google’s Froogle has been an also-ran among the giant comparative shopping sites, being out-distanced by the likes of eBay’s Shopping.com and Scripps’ Shopzilla. Indeed, Google’s apparent inattention to Froogle has been a mystery.

But this week, Google turned on the burners for Froogle. It announced that it will provide sales-and-inventory search programs for big box and local merchant retailers with ShopLocal, and StepUp, a Bay Area startup that now provides online inventory search for 1,200 retailers in 8,000 locations. Roughly 75 percent of StepUp’s merchant base, or 900 retailers, come from outside the Bay Area. StepUp also has 250 Bay Area specialty retailers, grandfathered from its acquisition of MarketSquare.

The Froogle announcement is actually the first concrete manifestation of GoogleBase, a do-it-yourself classifieds and Yellow Pages builder. While few details of GoogleBase have been released, its mere existence has caused some consternation with local media and commerce companies, who now finally understand that they’ll be directly competing with Google.

Will Google Buy Yellow Book?

Yellow Book has clawed its way to a prominent role in the Yellow Pages industry, and has grabbed 50 percent of the market for Independent Yellow Pages publishers. Now it is rumored to be in takeover talks with Google.

Would Google go for it? To be sure, Yellow Book is compelling in a number of ways. It has a national footprint, increasing market share, strong leadership, a scrappy, non-union sales force – and hardly any preconceived Internet strategies.
Google could certainly leverage Yellow Book’s sales force. It is conceivable that the search company may soon hit a plateau with the number of advertisers willing to self-provision their own ads over the Web. Yellow Book’s feet-on-the- street would conceivably boost penetration, while upselling advertisers on a number of fronts.

Yellow Book CEO Joe Walsh is happy to fan the flames of such rumors. Speaking at Kelsey’s Directory Driven Commerce conference in Denver, Walsh noted that “in a lot of ways, a good Yellow Pages business complements a geo- and- search business. I’d be shocked if you don’t see partnerships happening. It just makes so much sense.”