‘We will suggest results before you even think to search’ (Wired UK)

Peter Fitzgerald
Peter FitzgeraldNate Lanxon

For Google, the world is now in “continuous computing
mode” and laggard retailers are still playing catch-up. That’s the
view of Peter Fitzgerald, Google’s sales director in the UK, who
sees a future where Google knows what we want
to find before we’ve even thought about it.

“You ask a question and there’s almost just one or two
perfect answers,” he says. “Still today we have loads of results
coming from us — ideally in the future you would arrive in Berlin
and we would tell you these are the two perfect restaurants for
you,” he explained at WIRED

The same applies when people are shopping both online
and in the real world. Google is working with existing technology
to make search more and more a part of the world around us.
Fitzgerald gives examples of how new technology is being trialled
to help make search and shopping easier.

At Wallgreens — a pharmacy chain in the USA –
shoppers could soon find their way around stores by using indoor
navigation. Using data on where stock is kept an app could help
speed customers through their weekly shop by giving directions to
any item on the shelves.

Fitzgerald spent eight years at Amazon.com before
moving to Google and is also currently non-executive director at
Debenhams and president of innovation and digital at the British
Fashion Council. He explains how technology can help people find
the right outfit or even select the right makeup by using augmented
reality — all by using simple, readily available technology.

Fitzgerald says that retailers need to have a “real
focus” on the mobile experience and ensure that their own use of
technology is up to scratch:

“We have a highly informed very in control consumer
and we have to recognise that,” he says.

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24 November 2014 | 12:12 pm – Source: wired.co.uk


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