The Science

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Challenge

Over the years, Groupon had degenerated into a coupon site. This transactional approach had no product engagement and cost customer loyalty. To put it simply, they lost sight of their customers and lost their position as the go-to source for activities and entertainment. Research confirmed this perception; less than 2% of consumers went to Groupon for solutions, but reversing this trend would require a company-wide shift in their approach to the marketplace. 

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Solution

In order to create a new identity, we began by putting in the legwork – taking a deep dive into who their customers are, how they think, and what they desire. We looked at first party data, aligned it with third party, conducted old-school focus groups, strategized, and analyzed. We examined product sets and considered how to delineate Groupon from the competition. Overwhelmingly, the answer was experiences. Encourage experiences. Celebrate experiences. Remind people the things they do create the memories that last. To do this, we disrupted the current perception of Groupon and reintroduced them as the place for answers…Where should we go on girls’ night? What’s a fun place to take the kids? How can I make the most of this time indoors? Instead of a barrage of one-offs, we developed compelling storytelling focused on anticipation, excitement, and engagement that delivered targeted communication and a unified message across channels.