Daily deal sites tap into buying power in numbers
The idea of flash marketing websites, imported from the States in spring this year, has quickly proven to be a big hit with Japanese consumers looking to snag significant discounts on goods and services. Localized discounts are offered for a limited period and often in excess of 50 percent, for things such as meals in restaurants, hotel accommodations, beauty treatments and so forth. The key to the concept’s success is the use-it-or-lose-it approach to campaigns. An offer is withdrawn if the target number of takers isn’t met, thus guaranteeing a positive response to businesses, large and small.
Q:Pod, according to J-Cast, have already taken the lead in sales compared to their competitors, despite the fact they’ve only been operating for several months. According to Asiajin, their success spurred Chicago-based Groupon to buy a majority stake in the company, meaning that the company now dominate the daily deal market in Japan as well as in the United States.
A recent Q:Pod offer shows just how sweet the deals can be: 80 percent off the price of a ¥1,500 iTunes download card. The offer triggered a stampede of consumers applying to get their mitts on one of the ¥300 cards, whose numbers were limited to 10,000.
Other businesses have been jumping on the bandwagon. Recruit, for example, who already run Hot Pepper, a successful free magazine and website that offers discounts on restaurants, launched Pom Parade in July. The site offers daily deals on golf weekends, yoga, spa visits and meals out. In addition to Q:Pod clones, sites that specialize in particular products and services, such as Yaki Niku Pon, for fans of Korean barbecue, or Wotapon, for otaku (fancy a discount on a massage at a Akihabara maid cafe?), have begun to pop up.
Deals are announced to subscribers via e-mail newsletters, Tweets or Facebook updates, making it hard for consumers to keep pace with the vast number of offers available. Those who really want to stay ahead of the game can visit All Coupon, a website that aggregates information on daily deals across the board, saving you time searching out deals yourself.