Online coupon intermediaries: From novelty, to celebrity, to sizeable nicheThe podcast |
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Online coupon intermediaries: From novelty, to celebrity, to sizeable niche
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The online coupon sector has evolved rapidly from novelty to celebrity over the course of 2011 but 2012 is the year that it is likely to settle into a small niche, albeit one that generates billions of dollars in revenue. The sector’s rapid evolution means that hundreds of companies will disappear during 2012 as competition continues to intensify and margins decline. The number of people using online vouchers should also decline moderately. Intermediaries that sit between the consumer and the retailer will continue to generate billions of dollars but will need to increase the quality and variety of offers available. They may also need to accept lower commissions on sales of coupons - which can be as high as 50 percent - to entice more retailers to consider using their services as well as shifting their focus from discount size to value, utility, or even rarity to change the perception of the service they offer.
Podcast highlights:
- What’s ahead in the world of online coupons for 2012?
- What factors impact how successful online coupons can be for a company?
- Might the online coupon industry already be reaching maturity?
Guest:
Paul Lee, Technology, Media and Telecommunications Sector, Deloitte Research, Deloitte United Kingdom
Host:
Stephen Heasley, Global Online Communications, Deloitte Touche Tohmatsu Limited
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