The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
The offer quickly sold out by 11 a.m.
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.