Google announced a real-time new digital coupon offering today called Zavers by Google, which the company says enables retailers and manufacturers to reward loyal customers with relevant coupons.

Retailers can use the product 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,” says Google Commerce Director of Emerging Platforms, Spencer Spinnell. “Zavers also offers access to an extensive network of manufacturer coupons, opening up new retail revenue streams.

“With Zavers, shoppers find manufacturer discounts on their favorite retailer websites, and save the digital coupons to their accounts,” he explains. “Then they simply shop for those products and check out as usual. Redemption occurs in real time, with savings automatically deducted at checkout when shoppers provide their rewards cards or phone numbers—no scanning or sorting necessary. Manufacturers only pay when a product is moved off the shelf.”

The coupons are applied to purchases without the need to show and scan paper or digital goods. Customers using Google Wallet can redeem coupons instantly by tapping their phones at the checkout.

Google has New York grocer D’Agostino on as a partner, as well as A&P, Bi-Lo, The Food Emporium, Harris Teeter, PathMark, Price Chopper, SuperFresh and Waldbums. The company says it will be announcing new partnerships with major retailers in the coming months.