41 SOCIAL MEDIA Case study
Joe Jacksons use Groupon to raise awareness
Joe Doherty, managing director of ice cream retailer Joe Jacksons, started using Groupon in early 2011 as part of the “customer outreach” for his two stores. Doherty’s company has one store located at the Foyleside shopping centre in Northern Ireland and the other one across the border in Ireland at the Courtyard Shopping Centre in Letterkenny. The company is on the expansion trail with the aim of
franchising the brand which doesn’t just sell ice cream cones, shakes and sundaes but has also developed a USP by creating and selling cakes made from ice cream. To date Doherty has put two ice cream offers on with
Groupon. “As a retailer in a shopping centre, I have found it beneficial but you have to go into it with your eyes wide open,” says Doherty. “It’s been a great way to raise profile but as a retailer you can’t go into it expecting to make money.” Doherty did his two Groupon offers over winter –
traditionally a low time for ice cream sales. “We did one at the beginning of January and the other at the beginning of February,” he says. “The first was an offer for ice cream cones. The second one was one for our ice cream cakes. If, like us, you do it at the right time of the year then it’s money well spent and you gain some additional awareness. But with the discounts we really viewed it as a loss leader. I think, if lucky, you should break even.” Doherty, whose family started an ice cream wafer and cone company 20 years ago, intends to use Groupon again to
a ‘Groupon Powered by Westfield’ programme designed to save shoppers up to 70 per cent on goods and products offered by businesses in Westfield properties. The launch on 29 February coincided with the launch of Westfield’s “on-line deals and sales bug” on its
Westfield.com.au website. “With regards to Groupon, we are always looking at innovations within the digital market place,” says Myf Ryan, general manager of marketing for Westfield Shoppingtowns. “Groupon has certainly caused some disruption in the market over the last couple of years and, in recent times, the appeal of discounted products has increased in value for some shoppers. The Westfield Australian business is now working with Groupon and we, in the UK, are very interested in how this performs. Any potential opportunities for us in the UK will be determined over the coming months and if this adds value to our retailers and shoppers, then it is an opportunity
help maintain brand awareness “but not until sometime in September when our sales usually start to fall. If you do it at the right time of year then I do think it’s money spent well,” the pistachio ice cream-loving Doherty says. “In my personal opinion, for a young brand like JJs, Groupon is a good brand to be attached to.”
that I am sure we will look at.” Meanwhile Groupon has recently done a deal with Deutsche
Telecom, a wireless service provider in Germany, creating new possibilities for mobile internet interaction. “We are always looking to expand on our offers and make the experience easier for our customers and partners alike,” says Michael Shim, responsible for mobile marketing and partnerships at Groupon. For its own part Groupon officials believe that there is potential
for links with UK centres. “Our business is constantly evolving, and that means we have to be open and willing to change as needed,” says a spokesperson.
Find out more: For more information, please contact:
graham.parker@
jldmedia.com
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