Will Pacing Your Group Deal Help or Hurt Your Business?

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The influx of new customers that comes as a result of offering a group buying deal can be exciting – or a serious strain on your business. After all, ensuring you have enough product in stock and personnel on hand is crucial if you want to create enjoyable experiences that compel new customers to return and write happy reviews online. If adding a cap to your group deal can create a more manageable deal commerce experience for your business, it’s worth considering whether pacing your deal could be another helpful tactic. Pacing your group deal, a feature currently offered by only some deal commerce groups, means your deal appears on news, lifestyle and entertainment sites across the Web throughout the year – and it could be a significant part of your overall web presence and customer acquisition strategies.

PROS of Pacing Your Group Deal:

  • Gives you brand exposure – again and again. By putting your deal in front of quality consumers on multiple sites repeatedly and throughout the year, your deal functions a lot like a display ad or paid search campaign in building awareness for your business over time.
  • Gives you more control over how you build your new customer base. Instead of struggling to deliver good experiences to huge flood of new customers all at once, it may be easier for you to satisfy new customers as they visit your business over a longer period of time.
  • Gives you an opportunity to steadily build your online reputation. Remember: your customer service is a way of advertising your business. Having enough resources on hand and the time to be attentive and courteous with each and every deal redemption is a winning strategy for building that 4- or 5-star review for your business online.

CONS of Pacing Your Group Deal:

  • Your deal redemption process becomes long-term. Making sure you continue to have enough product and personnel to fulfill deal requests throughout the year will become an operational staple if you pace your deal.
  • May cut your “lump sum” revenue short. Pacing your offer could limit the initial short-term boost of revenue success you could achieve with a normal, unpaced group buying offer.

After you determine that a group buying deal is right for your local business, it’s important to consider logistical details on what the deal should look like and how it will operate in order to better predict the demands as well as the rewards. That’s why it’s important that you choose a deal commerce partner who can work with you to identify your needs and goals to customize the perfect deal for your business.

Have you ever heard of the option to pace your deal? Would this be a feature you’d want to try? Leave a comment and let us know what you think.

Angela Epley writes about online advertising & web presence for the ReachLocal blog, which focuses on small business online marketing strategies.

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