“The fact that they’re willing to spend suggests that they’re feeling pretty good about their business,” he said. It’s a big gamble, considering that Super Bowl ads cost millions of dollars, and that Groupon’s last - and, until now, only - Super Bowl commercial in 2011 was a total flop. The unexpected platform, Wild said, gave the company the incentive it needed to take a Super Bowl-ad sized leap. Over the summer, The “Girls Trip” star shared a story about using Groupon to book a swamp tour for herself, co-star Jada Pinkett Smith and husband Will Smith on “Jimmy Kimmel Live!” The interview went viral, raising Haddish’s profile, as well as Groupon’s. But then Haddish came along, and pushed them into the spotlight. Groupon should also be better for shoppers, he said, thanks to a revamped mobile app and a deep well of businesses - Wild said Groupon now has “more supply than ever.” And new products like Groupon Plus let customers take advantage of Groupon deals without a voucher.Īfter making these changes, Groupon started returning to the mainstream with new commercials in 2016. He explained that now, small businesses that work with Groupon should get a steady stream of customers, rather than get bombarded with several customers in a short period of time. “We’ve worked a hell of a lot on improving the merchant experience,” said Jon Wild, the company’s head of North American marketing. The company also scaled down its sprawling international business to refocus on North America. It tapped a new CEO in 2015 and bought competitor LivingSocial in 2016. Over the years, Groupon has been rebuilding itself.
“It wast the hottest thing since sliced bread 8 years ago.” said Priya Raghubir, a marketing professor at NYU’s Stern business school. Unable to cope with the many challenges, Groupon steadily lost value and retreated from the public eye.
On top of that, copycats and competitors quickly entered the field, and customers grew tired of having their inboxes flooded with daily deals.
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