Google Teams Up With Le Tote To Get Users Writing More Maps Reviews

The user who writes the most 'high quality' Google Maps reviews will win a free year of the women's fashion subscription service.

Google’s Local Guides has teamed up with women’s fashion subscription service Le Tote, offering a year’s worth of monthly apparel and accessories shipments to the user who writes the most “high quality” reviews on Google Maps before February 14.

Additionally, users who are already a “Local Guide Level 4+” (based on previous review volume) will receive a free month of Le Tote’s services, giving them an opportunity to try out the idea of borrowing apparel and accessories.

It’s easy to see why Le Tote would partner with Local Guides: Google’s reach is likely to convince a significant number of new consumers to try out Le Tote through the free month offer. But the key for Google is about boosting the volume of place-based reviews on Google Maps — and continuing to invest in its local strategy.

Maps & Micro-Moments

Reviews on US Local Guides in Google Maps are part of what help users determine whether they want to visit a place — and the quality of the information therein is part of what drives interaction with Google Maps and makes it helpful.

Essentially, Google local searches — whether online or within the map itself — reflect the “micro-moments” in which consumers live their lives. As Think With Google reported earlier this year, people are increasingly searching for real-time information about where to “go, do, or buy” something, and reviews are part of giving them the information that they need. Thus, if Google can boost the amount of reviews and place information in its Local Guides through the Le Tote promotion, that’s beneficial to both Google Maps and its users.

“High-quality reviews… include details that share what makes a place special or not so special,” Google said in a statement. “[This information] is the most helpful to others.”

It isn’t the first time a tech giant has offered an incentive for reviews or location info. In 2016, Facebook essentially brought gamification its “Facebook Editor” program, allowing users to “level up” and unlock certain capabilities in exchange for correcting location information on pages.

As location data proliferates and having correct listings information continues to grow in importance, expect to see similar initiatives and partnerships cropping up.

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.