Social shopping as a tool for promotion: practical approach

Marcin Krzaczek , Marek Reysowski

Abstract

The main aim of this paper was to show all of the benefits and related negative phenomena for the company, resulting from placing offers on social shopping sites. The article was created due to the synthesis of the source literature and based on the author’s 8-year experience in managing the social shopping service Klub Zniżek (Discount Club). There are many advantages of using group shopping services for companies. Among them we can mention the possibility to acquire new customers, the increase in the sales volume, increased brand awareness, Word of Mouth effect, low risk, the possibility to acquire capital, convenience of the service, flexibility of the offer, controlling and planning the demand intensity, easy access to the market, easy measurement of the effectiveness of activities and tax optimization. In addition to the numerous advantages of cooperation with group shopping websites, there are also some disadvantages of such cooperation. Dissatisfaction of existing customers, underestimated number of customers, disloyalty of customers, high unit discount and deterioration in the quality of service seem to be the most important among them. However, wide range of advantages proves that using social shopping deals sites is quite attractive and profitable method of promotion for numerous companies, especially for those that operate in the service and tourism industry.
Author Marcin Krzaczek (FE / IIB)
Marcin Krzaczek,,
- Institute of International Business
, Marek Reysowski (FE / IIB)
Marek Reysowski,,
- Institute of International Business
Journal seriesInternational Journal of Emerging and Transition Economies, ISSN 1308-2701, (B 3 pkt)
Issue year2018
Vol7
No1
Pages19-30
Publication size in sheets0.8
Keywords in Englishsocial shopping, e-marketing, promotion, consumer marketing, viral marketing
URL http://ekonom.ug.edu.pl/web/download.php?OpenFile=3146
Languageen angielski
Score (nominal)3
ScoreMinisterial score = 0.0, 15-04-2019, ArticleFromJournal
Ministerial score (2013-2016) = 3.0, 15-04-2019, ArticleFromJournal
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