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Groupon cements mobile strategy with international app

Germany joins a growing number of Groupon markets worldwide that offer mobile app capabilities via Android devices. Other markets include Brazil, France, regions across the UK and North America.

Groupon features a daily deal on the best stuff to do, eat, see and buy in 43 countries around the world. Groupon uses collective buying power to offer huge discounts and provide a win-win for business and consumers, delivering more than 1,000 daily deals globally.

“Groupon wisely bought clones in Russia and Japan in August of last year to gain a foothold,” said Wilson Kerr, MA-based location-based services consultant at LBStrategy.

“Still, they are not profitable overseas,” he said. “In my opinion, the reason for this is because they tried to apply the same model that Americans love to other countries and used Americans to do it.

“Since the Groupon model requires careful and labor-intensive offer structure and design work, it is essential to engage with local people who are aware of local patterns of consumers behavior.”

Mr. Kerr is not affiliated with Groupon. He commented based on his expertise in the subject.

Groupon did not respond to press inquiries.

Deal of the day
The mobile app lets shoppers buy, manage and redeem Groupons while on the go.

Consumers can check out daily deals in their city and see what offers they can redeem.

Additionally, the app lets consumers sign-in using their Groupon account and organize their library of previous purchases.

Users who are not members of Groupon can sign up for an account directly via the app.

Consumers can buy deals via the app

Mobile offers
Similar to its other applications, consumers can redeem their Groupons by showing their smartphone at the point-of-sale.

The app also includes a map feature that activates the device’s GPS.

“If Groupon simply tries to apply their incredibly successful U.S. model to the hundreds of smaller markets overseas, recapturing international marketshare could prove quite difficult,” Mr. Kerr said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York