Social Pricing at Retail
There’s a good article over at Adweek about Walmart testing the ‘Groupon’ model. Crowdsaver puts “you in charge of lower prices. If the deal gets enough likes, the price drops for everyone.”
The Groupon model itself is powerful - where signing up for the service gets you alerts as to the daily deal. And the daily deal is a group-buying endeavor, where you buy the offer beforehand, and then go to the retailer to collect the deal - usually 50% off or more.
Earlier this year we saw Uniqlo run a campaign on their ‘under construction’ page as they were relaunching their UK site - which also allowed the users to participate in building tension for the new launch - with every tweet bringing down the launch sale price for their favorite items.
These various models make a lot of sense - finding new ways for the customer to participate in the process beyond just getting whatever offer the marketer or retailer fee like giving them. With more power and control being taken over by the consumer at every step in the value chain, why should they not be involved in pricing?
Via AdWeek
