Google digitalises the catalogue, but not for Australians

Google brings catalogues into the digital era with new iPad app (Credit: Google)

Google yesterday announced a new application for Apple’s iPad device that allows users to ‘flick’ through interactive digital catalogues.

The free application offers users a number of engaging features, including the ability to ‘zoom in’ on catalogue items, finding out more information about them, create a collage of all your favourite products, email and share the catalogues and be notified the minute a new one is released.

“For years, shoppers have enjoyed flipping through glossy print catalogs to be inspired, discover new trends and find great products,” Kinnari Jhaveri, Strategic Partner Development Manager for Google’s Commerce Team wrote yesterday. ”Today, mobile technologies can make catalog shopping more engaging, social and creative.”

A number of leading American brands including Anthropologie, Bare Escentuals, Bergdorf Goodman and Crate and Barrel have so far worked with Google to get their catalogues into the app.

However there’s no plans for an Australian edition of the application yet, with a Google spokesperson yesterday confirming the company “don’t pre-announce timelines on product launches.”

In Australia there’s already a number of organisations offering catalogues online, including Lasoo and CatalogueCentral. Lasoo already offers its own iPad, iPhone and iPod Touch application for users that offers similar functionality to that of Google’s.

Interestingly Google opted to release the app for its competing platform, Apple’s iOS, first before its own Android software. Google says a tablet-friendly Android edition is “coming soon.”