Groupon to go voucher-less as revenue falls

This story was delivered to BI Intelligence "E-Commerce Briefing" subscribers. To learn more and subscribe, please click here.Groupon's Q1 2017 results, released on Wednesday, revealed a 4% YoY drop in global revenue to $673 million, excluding discontinued operations. The company reduced its international offices from 47 to 15 over the past two quarters.Revenue in its core North American market dropped nearly 6% to $473 million.The company said it's focused on improving the customer experience, specifically by going voucher-less, to boost its revenue. For example, it is planning to push its card-linked product ' which offers cashback or Groupon Bucks for qualifying purchases at a participating merchant. Groupon has found that customers who've tried this product use it more frequently than voucher-based Groupons.These programs provide a more seamless, discreet way for customers to get discounts, as they do not have to purchase a voucher and present it to the merchant. Focusing on such programs may drive up repeat purchases and attract new customers, turning around Groupon's declining business.To receive stories like this one directly to your inbox every morning, sign up for the E-Commerce Briefing newsletter.Click here to learn more about how you can gain risk-free access today.Join the conversation about this story
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