The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
A comScore report shows big gains for all e-commerce coupon sites.
Daily-deal retailer Groupon Inc. attracted 10 million unique visitors to its web site in November, up 54% from October, according to figures released this week by web measurement firm comScore Inc.
Only two years old, Groupon ranked as the top site for online coupons. CouponCabin.com, with 8.8 million unique visitors—a 400% increase from October—took the second spot. Coupons Inc., with 6.4 million visitors, was third, followed by BlackFriday.info, with 5.4 million, and RetailMeNot.com, with 5 million.
In total, the coupon sites tracked by comScore attracted 44.7 million unique visitors from the United States in November, a record high and a 40% increase since October, during which the sites had 32 million unique visitors. Year over year, unique visitors to coupon sites increased 19.2% from 37.5 million in November 2009.Coupon sites recorded the biggest gain among all types of e-commerce sites last month, with jewelry, luxury goods and accessories boosting unique visitors by 36%, to 22.2 million from 16.3 million.
Among jewelry, luxury and accessories sites, BradfordExchange.com had the highest gains, with 2.5 million unique visitors in November, up 82% from October. Coach.com, No. 164 in the Internet Retailer Top 500 Guide was in second, with 1.8 million unique visitors, up 47%.
Other product category gains include:
• Toy sites, up 35%, to 27 million unique visitors from 20 million in October.
•Consumer electronics, up 30%, to 53.3 million from 41.1 million.
•Department stores, up 25%, to 86 million from 68.9 million.
For toy sites, Toys ‘R’ Us, No. 37 in the Top 500 Guide, had the largest gain in unique visitors in November, up 71% to 14.8 million. The Lego Group was in second place, up 33% to 3.4 million, followed by Disney Shopping, up 19% to 2.2 million, and AmericanGirl.com, up 64% to 2 million.
BestBuy.com, No. 10 in the Top 500 Guide, led consumer electronics e-commerce sites, up 84% to 27.4 million. Buy.com, No. 32 in the Top 500 Guide, was in second place, up 9% to 4.6 million, with RadioShack Corp. in third, up 68% to 4.6 million. RadioShack is No. 240 in the Top 500 Guide.
Yahoo sites, meanwhile, ranked as the top web property for November, comScore says, with 181 million unique visitors. Google sites took second with 178.7 million, followed by Microsoft sites, with 175.7 million. Target Corp. moved up 13 spots in this ranking, to No. 27, with 39.8 million unique visitors. Wal-Mart also made a large gain, moving up 10 spots to No. 20, with 51.8 million unique visitors.
Target is No. 21 in the Top 500 Guide while Wal-Mart is No. 6.