Green Groupon

Group buying platforms like Groupon and LivingSocial are growing rapidly. Such platforms aggregate consumer demand in order to purchase goods or services at a significant discount. A minimum number of customers must commit to purchase before the offer can be fulfilled for all.

Consumers have fallen in love with group buying because it provides access to discounts which they couldn’t previously take advantage of. Marketers are also having a love affair because it facilitates bulk sales – guaranteeing a minimum volume – and upfront payment. Moreover, such platforms increasingly allow marketers to target specific offers to consumers based upon demographics and category interests.

Green marketers should take advantage of such platforms. Not only do such platforms drive bulk sales, but they can also expand the market for green products. Here’s how:

Platforms target interested consumers. Group buying sites can easily create green affinity groups in order for marketers to more precisely target those already predisposed to greener offers.  Such segments can be based on either self-reported data or past engagement and purchase behavior.

Discounts overcome price premiums. Making a product more eco-friendly is often associated with higher costs.  When demand is aggregated, companies are more willing (and able) to provide discounts, making them more price competitive with less eco-friendly alternatives.

Peers influence purchase decisions. Group buying platforms can help influence purchase decisions through the power of social messaging. Most group buying sites provide real-time tallies of the number of consumers that have committed to purchase each item, as well as the number still needed to strike a deal. Such techniques are powerful motivators of consumer behavior by providing peer affirmation for their purchase decisions. This is especially important for greener products that may traditionally appeal to a niche audience. The more consumers believe that their peers have committed to purchase a product, the more likely that they will also give it a try.

Group buying platforms have provided a new marketing channel for many traditional products and services – green marketers would do well to similarly experiment with this platform to help expand their audience.

15 Responses to Green Groupon

  1. What works for generic/ brown products can work for green Thanks for sharing this exciting new took, Dave.

  2. NJBond says:

    Also important is that goods are fresh and genuinely
    made organic and natural . The group moderators must play role which need not be centrally forwarding ones but good referee. Small organisations made organic fiber natural dyed shirt makes one of best alternative to designer label premium goods.In premium goods the exclusivity is only added from out side artifically as the goods itself is synthetic fiber and chemical dyed .

    On the other hand organically gown cotton, flax fibers are natural herbal dyed with natural tannin which is available in plenty is sources re-sourceble ones. Hence the awareness can be brought and it pays well to group making the buyings . It all depends on the moderators .

    I can play the role of supplying exclusive goods of that kind if any interested in this proposal.

    My organic goods are available at 33 $ while as the same kind made in Japan is prohibitively high in cost say 600$ to 1000$ .Why not group operation based on this will succeed. I am ready to make Denim Indigo natural jeans of organic cotton and flax linen fiber is possible. Visit my site http://www.transindiaexports.net.

    For group buying to succeed give it a try.

  3. Beth says:

    Actually, the Green Groupon idea is currently being tried in the market at the following new sites:
    http://www.blissmo.com/
    http://ethicaldeal.com/
    http://greendeals.org/
    http://greenboxtop.com/

  4. greenlifepages says:

    I love this blog. Just found it and am thrilled to know more and more people are incorporating a green lifestyle into their businesses.

    I also believe that green businesses will grow with an audience that is up to date and educated on a truly green lifestyle… just a random thought!

    Best to you!

  5. Great Blog! There is some great info!

  6. Amy Wike says:

    Green groupon – what a great green marketing strategy! I wonder when that will be come an I-Phone app?

  7. scooter says:

    you should check out http://www.actbolder.com

    it is essentially a green version of groupon and livingsocial.

  8. Mindy says:

    http://www.envirodeals.com is the best green group buying site out there. They plan to allow green companies to pay a small annual fee to post numerous deals throughout the year–a great way to promote your green business and develop brand loyalty.

  9. Rocket Signs says:

    We do Signs, Printing, Branding and More

    Cape Town and the Western Cape’s most comprehensive and Innovative Sign and Signage company. Good Signage can provide direction, answer questions, informs and warns. It is a useful form of advertising and is often the first point of communication with any potential client.

  10. Diane Bucka says:

    All of these benefits are valid; now add to it the socially responsible notion of using group discounts to donate to charity, as DealGooder does, reported on my blog: http://responsiblebusregistry.com/2/post/2011/03/dealgooder-bridging-socially-conscious-shoppers-local-businesses-and-non-profits1.html

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