Groupon Puerto Rico adopts ‘marketplace’ model
Groupon launched its “group coupon” offers in Puerto Rico in 2011.
Two years after introducing itself to the Puerto Rico market, online “group coupons” innovator Groupon is unveiling a new online marketplace concept through which customers will be able to tap into the site for deals, rather than wait for an offer to land in their inboxes.
“Right now, our users have a profile that gives them the ability to decide when and what they want, which Groupon is ready to offer them at all times,” said Carlos Felipe Rodríguez, managing director in Puerto Rico.
“This evolution changes the experience to a ‘pull strategy’ through which customers frequently visit our site to find the best deals. They don’t have to wait for an email to find it, they simply browse our virtual space,” he said.
Groupon’s challenges now are to address the business differently and develop the user experience and shift it to their needs, he said.
This means taking a more open approach of the types of categories presented to build variety and appeal to the desires and needs of more customers. While browsing in www.groupon.com.pr they will find more specific categories such as restaurants, activities, beauty, services and courses.
“This is a simple tool so that our customers can navigate and find what they want. They can also enjoy a variety of packages and hotels in our travel section,” said Rodríguez. “These new alternatives transform us into the digital advertising medium with the most knowledge and variety.”
Through its marketplace concept, Groupon is looking to appeal to a broad range of customers who are “increasingly seeking the best experiences, including navigation,” he said.
