August 31, 2010, 4:38 PM

The Gap and Groupon both benefit from a national promotion

Traffic to Groupon.com shot up and The Gap gained new customers.

Don Davis

Editor in Chief

Lead Photo

Heather Dougherty, Experian Hitwise research director

The first-ever national deal offered by Groupon proved a big win for both the group-buying site and its retail partner, apparel merchant The Gap.

The Aug. 20 one-day deal sparked a 37% increase in traffic to Groupon.com over the previous day, says research director Heather Dougherty of web traffic measurement firm Experian Hitwise. And 53% of the traffic that went from Groupon, where consumers could purchase a $50 Gap voucher for $25, to Gap.com were consumers who had not visited Gap.com in the previous 30 days, Dougherty says. That suggests the apparel retailer attracted new customers through the offer, which was redeemable only in Gap bricks-and-mortar stores.

Groupon says 441,000 consumers purchased the $50 Gap vouchers. It was the first national deal offer for Groupon, which typically offers discounts on products and services in several major cities. “The national offers are a good strategy for group buying websites to pursue to attract a broader audience in locations where they may not have a presence yet,” Dougherty writes in a blog post.

Groupon captured 50% of the traffic to group-buying web sites for the week ended Aug. 21, which included the period of the Gap offer, Hitwise says. During that same week, the share of all Internet traffic that went to those group-buying sites was up 416% over the same week last year, according to Hitwise.

 

Comments | 1 Response

  • The online discount coupon sites are dangerous and this article feeds into the fantasy Groupon and the rest are good for the brands who sign up. They are good for Groupon only. I am detailed an 11 part series of blogs on the real costs to businesses and the fallacies from the breathless reporters covering the phenom . You can find part one at http://www.retaildoc.com/blog/groupon-worst-marketing-business/ Case in your article 53% hadn't been to GAP.com in previous 30 days proves nothing as the bulk of their biz is in their stores. To say, "That suggests the apparel retailer attracted new customers" is hardly empirical evidence of gaining new customers. There are plenty of cheap customers out there and Groupon and the like are more than willing to cash in on their good names.

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement