After 17 months, Google (GOOG) is dropping Zavers by Google, its online coupon service.
The tech giant kicked off Zavers in January 2013 in partnership with a number of supermarkets, including A&P, Waldbaums, Raleys and The Food Emporium. Google users could link online coupons to their store loyalty cards using the Zavers service. The coupon would be applied to purchases at their local supermarket when they scanned their loyalty cards, Re/code notes.
Now, Google is ending Zavers. Sridhar Ramaswamy, who became Google’s SVP of Ads and Commerce in March, is reportedly behind the move to discontinue Zavers by Google.
The service will be shut down over the coming months. Sources told Re/code that Google decided to end Zavers after encountering resistance from some retailers over providing key customer information. That resistance slowed the growth of the service.
GOOG stock fell almost 2% in Monday afternoon trading.
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