Over the last one month, I have taken three deals from Groupon.And the experience has been worth the discounted price. As it emerges as the lone player focused on deals in India, the US based company seemed to have hit the sweet spot with bargain hunting Indians. What made me curious is why should merchants partner with deal sites such as Group on or Snapdeal(which has now evolved into a hybrid deal and e-commerce company). So I asked some of the merchants who had offered deals through Groupon. And the conversations revealed some neat insights on how deal sites can become a part of your marketing strategy.
Gateway Sailing Club runs yacht tours on the sea. Its proprietor Rakesh is a smart, young sailor who proudly shows off his three yachts. Business however follows an erratic pattern a part of which he attributes to people not knowing about him. He solved the twin problem of excess capacity and lack of exposure by putting the deal on Groupon. And he is happy with the results. Groupon has provided to be a steady source of bookings and the publicity has also driven non bargain hunters to him. Rakesh runs the business which lends itself to the Groupon format quite well. The target market is young people seeking a novelty at affordable price. Such people would happily lap up deals on the net. On a boat trip every additional customer translates into more money without translating into extra cost. So the loss-leader pricing actually rakes in profits for him. There are identifiable lean periods for his business- week days, summers where any money he earns on the unused capacity is a plus.
The business model of sites such as Groupon which hinges on aggregating customers delivers a number of advantages to affiliate merchants. On a closer look, deal site fits into your 4P marketing strategy and becomes an extended marketing platform for you. It helps you reach new market segments. Discover new customers. It acts as a nifty promotional tool as a significant part of the promotion is done by the deal site; their smart copywriters help wrap your deal up attractively. So your customer acquisition cost comes down overall. Plus if you are a small to medium sized business, as many of the affiliate merchants really are, your promotional budget is generally low. The advantage of putting your coupons on groupon is there is an immediate call to action associated with it. As opposed to putting sales notices in newspapers. Or advertising in yellow pages. Customer commitment happens upfront at the point of display.
The deal sites gives you a new channel of sales and you can design a set of offerings for this channel ensuring you minimize conflict elsewhere. Infact if you are not online, the deal sites give you semblance of a chance of testing the waters online. Deals do mean loss leader pricing and a discount model is not sustainable in the long term without the supporting economy of scale. However as the sailing club said, often new customers who come in through group on come back even when there is no deal. Or drive other non bargain-seekers to it. One of the problems that deal sites has to contend with in India, is that discounts are often associated with low quality; which may put the more discerning buyer off. So I have my reservations whether a lasik eye surgery being promoted on Groupon will find takers. On the operational side, as a small business owner you have to ensure that you can plan capacity to cater to the spike in demand your deal can cause. The fact that sites like Group on work on a model of splitting the value and does not charge an upfront cost, ensures that you are paying only when there is an actual transaction. Which explains why these sites are so hawkish about selecting the merchants. If you pass the criteria and become signed on, chances are you will have found a smart way to promote yourself. And drive the customers to your doorsteps. Even on the odd rainy day.