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BizReport : Mobile Marketing : March 23, 2011

Groupon wants to know if you're bored or hungry

Come April, Groupon will start to offer deals based on a consumer's state of mind with the launch a new mobile app that offers users deals based on where they are, and whether they're bored or hungry.

by Helen Leggatt

Groupon-logo_low_res.jpgUsers of the new app, called Groupon Now, will be presented with two buttons when they start it up - "I'm bored" or "I'm hungry". Depending on which button is pressed, Groupon Now will return details of real-time deals nearby.

For users, the new app goes some way toward differentiating deals from the cacophony of offers presented to users each and every day. Furthermore, the deal latches on to a user's immediate intent and need, which can fuel impulse buying via mobile.

For advertisers, Groupon Now provides the flexibility to tailor deals down to a point in time. This allows businesses to boost traffic during slow hours or promote excess or perishable inventory quickly.

In fact, it is the elimination of perishable inventory that Rob Solomon, Groupon's president, believes is the "true promise" of Groupon Now. He told Bloomberg Businessweek, "If we can eliminate 10 percent of perishability, we can change the dynamics for small business owners", adding "If we get this right we are going to influence what tens of millions of people are buying at a frequency that we have never seen before."

Tags: group buying, Groupon, mobile, mobile app

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