April 29, 2011, 3:23 PM

General Mills gives Groupon a try

The offer quickly sold out by 11 a.m.

Zak Stambor

Managing Editor

Lead Photo

General Mills last week launched its first foray in the daily-deal space by offering packages containing 12 General Mills products, such as Fiber One bars and Fruit Roll-Ups, along with a $15 coupon book for General Mills products, for $20 on Groupon.

The deals sold out by 11 a.m. after reaching a preset cap of 5,000 packages.

General Mills says the deal, which it offered consumers in Minneapolis and San Francisco, represented the first Groupon offer by a major consumer packaged goods manufacturer. Groupon typically offers discounts to local merchants such as restaurants, car washes and salons.

“This really shows Groupon’s utility,” says a spokesman for Experian Hitwise, a web measurement firm. “When a consumer packaged goods manufacturers finds a way to sell in the space, the possibilities are endless. They could even use Groupon to launch new products.”

A General Mills spokesman says that it is evaluating its initial test and exploring potential opportunities for future offers.

On the day of the deal, Groupon’s traffic rose 18% compared to the same day in the previous week. While that traffic is not limited to Minneapolis and San Francisco, the spokesman says that consumer interest in a single prominent deal in one or a few markets, like the General Mills offer, often has a significant  effect on daily-deal sites’ overall traffic.

Moreover, Groupon’s share of traffic in Experian Hitwise’s rewards and directories category—which includes daily-deal sites, coupon sites, directories and retailer loyalty program sites, had a 20% bump in comparison to the previous week.

Comments | 1 Response

  • http://is.gd/iHm2c ===== Hi,Dear Ladies and Gentlemen, 1. sport shoes : Jordan ,Nike, adidas, Puma, Gucci, LV, UGG , etc. including women shoes and kids shoes. 2. T-Shirts : BBC T-Shirts, Bape T-Shirts, Armani T-Shirts, Polo T-Shirts,etc. 3. Hoodies : Bape hoody, hoody, AFF hoody, GGG hoody, ED hoody ,etc. 4. Jeans : Levis jeans , Gucci jeans, jeans, Bape jeans , DG jeans ,etc. ====== http://is.gd/iHm2c ====== http://is.gd/iHm2c ===== r456

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

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 ...

FPO

Charles Nicholls / E-Commerce

E-mail remarketing: three best practices to maximize revenue

Consumers who make it to the shopping cart are interested in buying. The chief strategy ...

Advertisement