I’m as guilty as anyone for being sucked into the group buying frenzy. Hey, a deal is a deal. Of course I’m not sure what I’m going to do with all those massages and laser hair removals.
Lately however I’ve noticed a growing trend when using one of these deals that actually has me wanting to not purchase or use them anymore. Grouponitude. What is Grouponitude you ask?
grou ● pon ● i ● tude
n. a negative or hostile state of mind in response to the use of a group buying deal. SYN. joy, appreciation, acceptance, welcomeness
A Grouponitude encounter usually goes something like this:
Store Owner: Welcome to Old Franny’s Widgets & Stuff! How are you on this fine and glorious day you wonderful human being?!
Me: Fantastic pleasant shop owner! I’ll just take these 2 widgets, and some of this stuff!
Store Owner: I am appreciative of your patronage of this shop you handsome fellow! That will be $25.67.
Me: Thank you. I happen to have this $25 Groupon for my purchase!
Store Owner: That will be 67 cents. Thanks for making my family starve.
Okay, so I’ve embelished a bit, but it does represent these encounters quite accurately (OK, maybe not the handsome part). It’s actually become quite an amusing experience just about every time. I enter said establishment, purchase or receive said goods or services to a usually jovial and kind encounter, pull out my Groupon, and watch the disappointment wave over their face as if they just found out I was an ex-con or something.
I think a lot of business owners are not approaching group buying opportunities from the right perspective. It’s not a quick fix, and it certainly isn’t a money maker. It’s a loss leader, and the only benefit to using such a service is to increase your brand awareness, and introduce new customers to your products and services. So here’s the thing, if you aren’t treating these customers with an amazing experience or product/service, what likelihood is it that they will return? Pretty low.
If I ran a business and were to consider using Groupon or Living Social, etc., I would be damn sure I had a strong game plan in place to impress the hell out of these folks so much that they feel compelled to return for another visit without a Groupon. Or at the very least, share their great experience socially. You’re not going to win everyone over, and of course you’re always going to have the folks that are only there for the deal, but their will be plenty of opportunities to win over new customers long term. And isn’t that the point?
Anyone else been the victim of Grouponitude? Would love to hear your experiences.
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