This year, we’ve seen the advent and experimental use of new mobile services, like Groupon and Facebook’s Places & Deals. Goupon offers 50 percent off deals from retailers of all sizes for a limited time to a limited number of people. This creates a strong sense of urgency and guarantees a win for retailer and customer alike.
Location-based services that meld check-in games, like Foursquare or Gowalla, with deals allow customers to determine whether there are good deals nearby or at the store they are already in.
Facebook’s version, which incorporates its Places check-in service with an open incentive platform called Deals, is poised for growth. The sheer volume and scale of Facebook is an advantage, but the consumer behavior that already exists will be crucial to helping it thrive. Those most likely to utilize Places & Deals are regular and loyal Facebook users.
The 2010 holiday shopping season is the first real testing ground for such services and the results will shape how retailers alter their use in the short term.
Next: Part 4: The Engagement Stream
Originally published: Retail 2010: The Year in Review | The Metropreneur Columbus http://bit.ly/f2LPuA
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