Groupon is “misunderstood”; people haven’t updated their view of Groupon as a full blown marketplace rather than a “daily deals” company; and it actually is “the unquestionable leader in local.” All this per newly-elevated CEO Rich Williams, in a public letter.
“We have unprecedented experience in local, and what we believe is the right vision and strategy to make our goal of becoming the daily habit in local a reality,” says Williams, who has held executive ranks with Groupon for four years. While the company is going through many changes, “there are some very important things that are staying 100% the same: our mission to connect local commerce; and our vision to build the daily habit for local commerce, the marketplace where people discover and save on amazing things to eat, see, do and buy in their neighborhood. “
In his letter, which was sent to the press/analyst community, Williams concedes past strategic errors; and promises to move away from a reliance on the high volume,“empty calories” of low margin electronics sales. He also promises new marketing efforts and shopping features that will attract “millions” of new customers. And while Groupon has closed down a number of international programs – this week closing down the Scandinavian countries — it will redouble its efforts on several of the remaining international markets, including Australia, France, Germany, Italy and the UK.
Williams candidly acknowledges that the company has brought a lot of its troubles onto itself. It has highlighted — and then de-emphasized — one strategic initiative after another. I’d like to hear more about the status of several initiatives, including offer personalization; the food delivery effort; the Breadcrumb loyalty and POS program; self serve deals; and the extended publisher network.
Groupon also has moved away from offering exciting and creative deals. Now, its inventory includes a number of predictable and/or shoddy goods. While the company claims to personalize deals for users, I haven’t seen it. (Not to be prudish, but I recently got an email promo with a lot of sex toys in it.) Moreover, some of the pre- discount values on the site are exaggerated.
So — write off Groupon? Definitely not. At the end of the day, we’re still looking at a very large, mobile-oriented marketplace with more than 500,000 items from one million merchants being marketed to nearly 50 million consumers members. That volume speaks for itself. And it is a unique offering, if not yet a blue chip one. Based on Williams’ note, they’ll keep working to get there.
Here are six highlights from Williams’ letter:
1) “Groupon is a misunderstood company. We’re misunderstood by analysts. We’re misunderstood by media. We’re misunderstood by consumers — both those who haven’t visited our site in awhile and those who’ve never purchased from us.”
2) “Too many people still think of Groupon as ‘that daily deal email company.’ The reality here is twofold: first, we’re a marketplace — and a big one — one with more than half a million deals in three different categories. Sure, email is still important, but more of our purchases come from on-site search than email, and more than half our purchases occur on mobile.”
3) “There’s more to our marketplace than deals, including an increasing number of market rate and low discount offers, and new ways to save time as well as money. They’re just in their early stages and we want to move faster.”
4) “MYTH: Groupon isn’t growing/Groupon is going out of business. We’ve definitely grown: since going public, we’ve grown billings and revenue by over 90%; we’ve had seven consecutive quarters of double-digit billings growth in North America; we’ve doubled our customers over the past five years; we’ve increased the number of deals on our platform by 500x since we went public in 2011.”
5) “MYTH: Groupon is bad for businesses. The vast majority of our deals (82% as of the last report) are breakeven or better on the deal itself (i.e., no overspend or cross-sell required). That is simply unheard of in high volume small business advertising and customer acquisition.”
6) “MYTH: No one can win in Local — There are a number of big companies — Amazon, Facebook, Google — who’ve tried and died in local….(but) We have sold nearly a billion Groupons life to date. Add to that our nearly 50 million active consumer and 1 million merchant customers to date and you have a lot of proof of the possibilities in local.”