February 16, 2011, 1:03 PM

An eco-friendly retailer launches a group-buying deal on Facebook

Generation Orange is using an application that launches today at IRWD 2011.

Lead Photo

Generation Orange Inc., an online retailer that sells organic, natural and other products billed as environmentally friendly, has launched a group-buying application on Facebook that offers consumers steep discounts if they can convince a set number of their friends to Like an offer. Once that predetermined number of consumers Likes the offer, the deal starts and consumers can buy it at the discounted price.

The effort is aimed at engaging consumers who Like the retailer’s brand while also building a broader community, says Shital Alexandra Mysoor, the company’s CEO.

“Our demographic is moms,” she says. “And moms are living in Facebook where they can share tips on child rearing and product recommendations. That communication they’re engaging in is authentic. If, on top of those recommendations, we can enable them to lower the price of an item if they can compel others to Like our site, that’s really empowering.”

Generation Orange is using Crowdbunny, an application that social marketing vendor Curebit plans to officially launch today at the Internet Retailer Web Design & Usability Conference.

Crowdbunny is aimed at generating Likes, not selling a large amount of discounted products, says Allan Grant, Curebit co-founder and CEO. The concept mirrors Wal-Mart Stores Inc.’s Crowdsaver, which leveraged a Groupon-like group-buying incentive on Facebook.

Curebit sells Crowdbunny to retailers for a $999 one-time fee per Facebook page. Once a retailer buys the application it can run as many deals as it wants.

Crowdbunny is the second offering from Curebit, which Grant co-founded in August. The vendor’s original product, Curebit Offers, which went live in November, enables retailers to offer consumers an exclusive deal that they can send to their friends via e-mail, Facebook or Twitter. If the consumer’s friend buys the deal, the same discount is applied to the referring consumer’s purchase.

Roughly 40 sites are running Curebit Offers, including ArtisanalCheese.com, TheKosherExpress and Generation Orange sister site SixOrangeGrove.com.

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