Google as shopper's helper

Imagine being able to use Google to find the nearest computer store, but also to find out whether that store has the laptop you want in stock and what the price is. That could very well happen. A new report from research firm Gartner paints a scenario where Google could be a sort of Web-based shopper's helper if it were given access to inventory and other data from retail stores.

"If Google were able to access public Web services they would provide a significant shopping tool, a front-end for consumers," says Hung LeHong, a research vice president at Gartner who covers the retail space. "If you can search for store inventory, check for organic products, human rights violations (in manufacturing), ratings Â…. Google would become a 'pre-tailer.' Consumers 'pre-tail' before they retail."

This would not only make a Google Web search more valuable to consumers but boost Google's revenue through increased ad sales and new transaction-based revenues, he says. But Google would have to merge or partner with a big retail brand to do this, he adds. "Google needs a big brand behind it to get the trust of consumers to go there and to deal with retail transactions."

"It could be Goog-Azon (Google and Amazon), or Yahoo and eBay (Ya-Bay) or even Walmart and Yahoo (Wal-hoo)," LeHong says.

Google's Checkout online wallet fits in with this type of strategy, he says. Meanwhile, there are rumors of a Google Kiosk, a public terminal that offers a product search and shopping engine with reviews and maps for the local area. It would allow people to search based on product specifications and locate products and stores, as well as get coupons for items.

LeHong will be presenting the report at Gartner Symposium/ITxpo: Emerging Trends conference to be held in San Francisco April 22-26.

Gartner's Goog-Azon concept should not to be confused with the video that has circulated for a few years that refers to the rise of a "Googlezon" by 2015 that .