Google is reportedly killing off its Zavers by Google offering, which was described as a “smart, simple real-time digital coupon solution for retailers and manufacturers.”

Google announced the service in early 2013 as a way for retailers to extend their existing incentive programs.

“Unlike traditional media, Zavers’ real-time data gives manufacturers new ways to measure coupon redemptions and analyze consumer preferences so they can manage distribution, tailor campaigns, and optimize budgets for maximum ROI,” explained Google Commerce Director of Emerging Platforms, Spencer Spinnell at the time. “Zavers also offers access to an extensive network of manufacturer coupons, opening up new retail revenue streams.”

So what went wrong?

The above video, which appears on the Zavers homepage, only has 428 views since last July if that tells you anything. Re/code reports:

But sources say the program did not expand as quickly as Google had hoped, in part due to some retailers’ uneasiness with giving Google access to information about their best customers. It will be wound down over the next few months.

The decision to kill the service was handed down by Google’s new commerce chief, Sridhar Ramaswamy, according to a source, as he works to put his stamp on the company’s local commerce and payments efforts after years of limited success.

Google says it will continue to focus on things like Product Listing Ads, Google Shopping Express, and Google Wallet.

Image via Google