Groupon Teaches Us These Lessons About Discounts

Groupon is up in its latest earnings report. About 18 percent and that’s welcome news for the e-commerce discount platform. Headquartered in Chicago, Groupon launched in November 2008. It rose by leaps-and-bounds. That is, until recent years, when it experienced big time losses. In fact, its 2011 Q4 figures revealed a whopping $9.8 million loss. Ironically, that comes about a year after the Wall Street Journal forecasted it to reach $1 billion in sales faster than any other company in history. Today, it’s a different story. And, this business model teaches us all important business lessons about discounts.

The Downside of Discounts

Big companies aren’t immune to blunders. Right now, McDonald’s is trying a bold new experiment. There’s no guarantee it will work. But, the company won’t know unless it tries. Groupon’s saga tells us much about discounts. For participating businesses, Groupon vouchers do get more customers through the door. But the question to ask is if those same individuals would have patronized the business without a Groupon?

Your marketing message plays a huge role in conveying the true value of your products. Even if your prices aren’t the lowest around, emphasizing the added value that customers get from your store, such as any guarantees you offer, personalized service or better-quality merchandise than the competition, can convince shoppers your prices are worth it. —Small Business Trends

Additionally, there’s another phenomenon at play. A large majority who use a Groupon do not repatronize a partner business. After all, why pay full fare? Moreover, it does cause customers to seriously think about the value of non-discounted purchases. That starts a cycle. A business partners with Groupon. That business serves more customers during the discount period. Then, visits go back to the previous levels. If it comes at a net cost per ticket, there’s obviously no benefit. So, they do not participate in Groupon discounts again.

Product and Service Discount Advantages

But, this isn’t always the scenario. Some businesses gain a net plus from working with Groupon. Which means there are some distinct advantages to offering discounts on products and services. Here are the benefits to offering discounts to your customers:

  • Attract more customers. It’s no secret people like deals. So, play to this by offering discounts on key items or services. You’ll attract new customers and this will increase repeat business at the same time. It’s a great way to advertise and to be seen as providing real value.
  • Increase sales. With more new customers and repeat business, you’ll have more sales. If you choose the right discount strategy, you’ll come out ahead and that’s money you can use in different ways. For instance, you can purchase more inventory or put that extra sales money to other uses.
  • Free up space. Discounts can help to free up precious shelf and/or cabinet space. This is a great move for small, independent retailers because it allows them to offload certain things to bring in new products.
  • Bolster reputation. Offer discounts to certain people, like military and first-responders. This shows your business cares and that’s a positive for its reputation. You can do the same with elderly customers or families with small children.

Do you offer discounts? If so, what kind and how much? Have you found discounts help or hurt your business? Please share your thoughts and experiences by commenting!

Interested in learning more about business? Then just visit Waters Business Consulting Group.

Like this article?

Share on Facebook
Share on Twitter
Share on Linkdin
Share on Pinterest

Related Posts

Creative Ways Entrepreneurs can Expand their Small Businesses

Starting a small business is a big undertaking, but it can be incredibly rewarding. However, growing a small business can be just as challenging. There are many factors to consider, such as marketing, financing, and staffing. But with a little creativity and ingenuity, entrepreneurs can expand their businesses and achieve their goals. Creative Ways Entrepreneurs Can Expand Their Small Businesses One neat trick (that isn’t necessarily easy to pull off) is to expand in order to provide not only additional revenue streams but stability, too. This helps to meet basic financial needs when certain products and/or services fail to perform to their normal or even desired standards. Fortunately, it’s possible to expand a small operation without incurring a lot of time and expense. You’ll find some of these strategies don’t require work or capital whatsoever. In fact, a few are quite simple and straightforward. So let’s take a look at a few creative ways entrepreneurs can expand their small businesses: Partner with other businesses. One way to expand your business is to partner with other businesses that complement your own. For example, if you own a restaurant, you could partner with a local bakery to offer delivery or catering services. Or, if you own a retail store, you could partner with a local marketing firm to help you with your advertising and promotions. Expand into new markets. Another way to grow your business is to expand into new markets. This could mean opening up new locations, selling your products online, or targeting new demographics. For instance, if you own a clothing store, you could expand into new markets by opening up a location in a different city or by selling your products online. Develop new products or services. Another way to expand your business is to develop new products or services. This could mean adding new items to your product line, offering new services, or creating a new line of business altogether. Here’s one example to follow, if you own a landscaping company, you could develop a new line of gardening products or offer lawn care services. Offer franchising opportunities. If you have a successful business model, you can consider franchising your business to expand your reach. This involves licensing your business model to other entrepreneurs who can operate their own franchises. Franchising can help you expand your brand and increase revenue without incurring the costs and risks associated with opening new locations. Create a loyalty program. A loyalty program can help you retain customers and encourage repeat business. You can create a loyalty program that rewards customers for their purchases or referrals. This can help you build a loyal customer base and increase sales. Attend industry events. One way to stay ahead of the curve and learn about new trends is to attend industry events. This is a great way to network with other entrepreneurs, learn about new products and services, and get inspired. So, let’s say you own a restaurant. You could attend a food and beverage trade show to learn about new trends in the industry. Get involved in your community. Another way to grow your business is to get involved in your community. This could mean sponsoring local events, volunteering your time, or donating to local charities. Getting involved in your community is a great way to build goodwill and support for your business. These are just a few creative ways entrepreneurs can expand their small businesses. By being creative and thinking outside the box, entrepreneurs can achieve their goals and grow their businesses into successful enterprises. Obviously, this isn’t a complete or exhaustive list of ways entrepreneurs can expand their small businesses. If you have any other bits of advice or suggestions, please take a moment to comment and share your thoughts and experiences so others can benefit from your perspective! Interested in learning more about business? Then just visit Waters Business Consulting Group to learn more about us and the services we offer.

Read More »

How to Protect a Business Against Vandalism

Vandalism protection isn’t something most business owners think about. After all, it’s a rare occurrence. But, vandalism can and does happen as we’ve seen or experienced with the recent protests and riots. When it becomes a reality, too many business owners are unprepared. This is due to the fact that the majority of businesses are focused and prepared for theft — not defacing, smashing, and wrecking. So, read on to learn more about how to protect a business against vandalism. The Truth about Vandalism Sure, today’s headlines probably have you thinking about the possibility more than ever. But, the truth be told, vandalism — to just about any degree — is possible at any given moment. At the very least, it could be a total accident. (Like those weird news stories about a driver who accidentally hit the accelerator instead of the brake. Or, the vehicle involved in a collision that hurled out of control and smashed into a building.) When considering how to prevent vandalism, home and business owners often despair. The crime can be committed in an instant, yet it can have an enormous financial impact. It can be carried out by rivals or total strangers. It can occur in the middle of the working day, or the dead of night. You need to know how to deter vandalism— [and] what options are available —ADT Commercial Security The point obviously being, is that it’s far better to be prepared than it is to get caught completely off guard. The latter will cost far more time and money, stress, and more negatives. However, being proactive can help to prevent the scenario or reduce the amount of damage. Most Effective Ways to Protect a Business against Vandalism Now, let’s get to the nuts and bolts of the situation — how to protect your business from vandalism. While it’s not simple or inexpensive, it’s most definitely worthwhile for a little more peace of mind and to mitigate the extent of the destruction. Here are some effective ways to protect a business against vandalism: Identify weak points. Huge windows, poor lighting, outdated or insufficient security/safety measures. All of these can and will prove very detrimental if vandals strike your place of business. Use landscape and lighting. There’s a reason all those big box retailers and chains have landscaping and lighting — to help prevent damage from a variety of sources. You can use landscaping and lighting to not only improve aesthetics, but also, to help ward off trouble. Install security cameras and more. Of course, this is the most obvious measure to take proactively. But, be sure to place those cameras and other hardware strategically to get the most out of them. Keep an up-to-date store inventory. This not only helps to reduce over-stocking and identify shrinkage, but it can equally help if things are damaged — due to vandalism or another reason, like a natural event. Be sure to have the right insurance in-place. Just because you carry insurance doesn’t mean you have the right coverage. Take some time to go over your policy to ensure you have ample protection. What other suggestions do you have? Please take a moment to share your thoughts and experiences by commenting and letting others know your perspective! Interested in learning more about business? Then just visit Waters Business Consulting Group.

Read More »

Imagine Selling Your Business…

How Would Your Life Change?

You didn’t start your business just to stay busy—you built it to create freedom, security, and options for yourself and your family. Selling your business can be life-changing, but the real question is whether you’re intentionally building toward that outcome or simply leaving it to chance.

Sign up below for a free consultative session to learn what your business could be worth today and in the future! 

Thank you for your interest in learning what your business is worth. We will be in touch shortly.