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Новые исследования о целесообразности купонов

Статья посвящена практике скидочных ваучеров, продаваемых сотнями веб-сайтов - Groupon, LivingSocial, Eversave и BuyWithMe, и рассказывает об исследовании, разработавшем модель, чтобы понять как демография потребителей и другие детали взаимодействуют между собой, чтобы сформировать ценность ваучера. Ваучеры позволяют осуществлять ценовую дискриминацию и предлагать скидки потребителям, невысоко ценящим товар, также они рекламируют продавца. Анализ показал, что скидки наиболее прибыльны продавцам, когда население отлично от типичного потребителя, а также для торговцев с низкой стоимостной маржой, позволяющей дать большую скидку, и терпеливых продавцов, ожидающих возвращения потребителя в будущем. Автор рекомендует измерять эффективность ваучеров.


Hundreds of websites like Groupon, LivingSocial, Eversave, and BuyWithMe sell discount vouchers for services ranging from restaurant meals and museum visits to spa treatments and skydiving. Best known is Chicago-based Groupon: although only two years old, Groupon touts a ten-digit valuation and purportedly rejected a $6 billion acquisition offer from Google.

To consumers, discount vouchers promise substantial savings — often 50% or more. To merchants, discount vouchers offer possible opportunities for price discrimination, exposure to new customers, online marketing, and "buzz."

To merchants considering whether to offer discount vouchers, the most important question is the basic economics of the offer: Can providing large voucher discounts actually be profitable?

Attracting new customers through voucher discounts can boost profits when those customers later return and pay full price. But vouchers can reduce profits if they prompt many long-time customers to use discounts.

Our recent paper "To Groupon or Not to Groupon: The Profitability of Deep Discounts" (link PDF) develops a model to explore how consumer demographics and offer details interact to shape the value of voucher discounting.

We illustrate two mechanisms by which a discount voucher service can benefit affiliated merchants:

First, discount vouchers can facilitate price discrimination, allowing merchants to offer discounts to customers who value the merchant's product less than ordinary customers do.

Second, discount vouchers can benefit merchants through advertising, by announcing a merchant's existence to thousands of consumers en masse.

Our analysis shows that merchants will find discount vouchers most profitable when the population claiming vouchers differs greatly from the merchant's typical clientele. We explore two areas of difference: either voucher users must be more price-sensitive than the population as a whole, or they must be particularly unfamiliar with a participating merchant's services.

Regardless of consumer demographics, vouchers are more likely to be profitable for merchants with low marginal costs (who can better accommodate a large discount) and for patient merchants (who place higher value on consumers' possible future return visits).

Looking at merchants' recent use of discount vouchers, we are struck by how few merchants measure the effects of discount vouchers. If a merchant intends its discount vouchers to attract consumers who return for future visits (paying full price forevermore), then that merchant should have a plan for assessing whether voucher customers return — if not a customer loyalty program, then cross-checking of credit card receipts. Likewise, merchants intending discount vouchers to bring in entirely new customers need to check whether that is actually happening — again, credit card data makes such analysis possible. We are working with merchants on implementing these analyses, and would love to hear from anyone who has tried these tactics or would like to do so. Please let us know in the comments area below.

*все права принадлежат авторам, источник статьи находится по ссылке

http://blogs.hbr.org/hbsfaculty/2011/01/to-groupon-or-not-to-groupon-n.html

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Корпоративная культура, Продажи

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