Taking advantage of Web 2.0's user-involvement and social networking abilities, social shopping intermediaries have emerged as a promising on-line liaison between retailers and consumers by offering group discount deals to price-sensitive clientele and early knowledge adopters. Our study evaluate the two most admired types of social merchants - health care services and eateries - in relation to seven key variables that affect a merchant's sales using a Groupon promotion.
We discover that these two types of societal retailers reveal significantly different features for successful promotions. Based on a new projected life value model for social shopping promotions, this study presents guidelines for societal retailers who need to get the maximum lifetime value from a social shopping promotion and also discusses its applicability with an example of the model. Conclusively, we converse the inference of our learning for common retailers and social shopping intermediaries.
Social Shopping Promotions From a Social Merchant's Perspective case study solution
PUBLICATION DATE: September 15, 2012 PRODUCT #: BH488-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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