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Friday, March 18, 2011

Groupon Becomes B-to-B Marketing Tool

Known for offering deals on everything from restaurant meals to oil changes, Groupon is now adding B-to-B services to its roster

Known for offering deals on everything from restaurant meals and salon visits to theater tickets and oil changes, online couponing site Groupon now is adding B-to-B services to its roster. While Groupon’s social couponing model could benefit B-to-B marketers, Groupon’s consumer-first mentality could present challenges for B-to-B companies targeting business clients with big-ticket business services, experts say.
Chicago-based Groupon historically has served as a B-to-C marketing tool, negotiating deals of up to 50% off of the price of a product or service with local businesses and then sending those deals to Groupon users via daily e-mails. Many deals are of the “$10 for $20 worth of food” variety, but this month Groupon teamed up with Rolling Meadows, Ill.-based analytics and cloud computing firm Ajilitee to offer a half-price deal on $25,000 worth of consulting services. Groupon, which has offered a few deals on B-to-B services in the past, plans to offer additional B-to-B deals through its Groupon Stores program in which businesses can create and send their own social coupons to the Groupon community.

1 comment:

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