Daily deals platform orchestrates first-ever offer from CPG brand.
Groupon subscribers in San Francisco and Minneapolis/St. Paul on Thursday were offered a deal on food that they'd actually have to serve themselves.
General Mills became the first CPG brand to test the daily deals platform, asking $20 for $40 worth of breakfast cereal, snacks, cookie mix, canned corn, and Hamburger Helper. Such items are part of the 90-year-old giant's "General Mills Sampler Pack," which was accompanied in the Groupon offer by a coupon book worth $15. The pitch also included free home delivery.
Five-thousand vouchers isn't exactly a huge number on the daily deals platform. When comparing the effort to other national Groupon offers, General Mills is clearly in test mode.
"We're always looking for efficient ways to sample our products and given Groupon's scale, we thought this would be a way to reach a sizeable audience," Karl Schmidt, the food giant's director of promotion marketing, told Ad Age. "Our next steps are to evaluate the results - I think the early read is positive - and then factor the results into our next fiscal year, which begins in June."
Minneapolis-based General Mills isn't the only company to sell CPG products directly through Groupon. E-commerce sites like Soap.com began offering household items on Groupon last year.
But mostly, the Chicago-based Groupon is known for its local restaurant deals.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014