渠道冲突案例.ppt

The value social couponing sites is to: Introduce and expose new potential customers to the business advertised on the website as well as bring in some old customers that may have not solicited the business in a long time Vast distribution network access a user base that the business wouldn’t be able to access on their own or as inexpensively as through other advertising Acquire new customers Allowing customers to buy something new and give the business the opportunity to develop loyal customers Target and access a specific user Social couponing sites collect a lot of data on its user base’s geodemographics, psychographics, and purchasing behavior, allowing merchants to access specific individuals in a geography An alternative to traditional advertising The difference: no up-front payment; pay for real results Help businesses navigate the new world of social media and Internet marketing in an approachable, creative way Gives businesses access to copy writers, web developers, and other resources that they’d have to pay a lot for on their own to enhance the merchant brand Validates these businesses as a cool part of their community Use resources efficiently Allows merchant to focus on their core competency as a business instead of focusing on advertising and promotion * The deal was live on Groupon’s website for 5 days, during which 2387 coupons were purchased at $20 each The total revenue for Café Asia at the $11 split was $26,257, and for Groupon at the $9 split was $21,438 The average Café Asia check of a regular customer is $27.50, while the average Café Asia check of a Groupon customer is $55 25% of the Groupons purchased will not be redeemed by customers, resulting in $6564 in direct profit for Café Asia Primary value to Café Asia is that the Groupons stimulate additional spend per bill and attracts new customers from the exact demographic the restaurant targets * * Reverse auctioning permits Groupon to develop a new business model in an already heavily saturate