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Groupon Targets User Experience With Local Destination Offerings

Groupon said it is striving to become the ultimate destination for local happenings with the launch of its new personalized user experience (UX) approach that aims to connect people with relevant business deals.

“Our customers told us they wanted a more curated, relevant experience, and these changes make it easier for them to find exactly what they’re looking for when they come to Groupon — while continuing to inspire them to try something new,” Groupon Chief Technology Officer John Higginson said in a Tuesday (May 4) press release.

Higginson added that he anticipates that Groupon’s “reimagined user experience” will be productive for shoppers as well as retailers and will boost its “potential” to increase the number of people who purchase as well as attract new buyers. 

Groupon is currently in the midst of its four-week So #@$%ing Ready campaign that is striving to connect community retailers with people looking forward to a return to post-pandemic shopping normalcy. The new user experience was developed to bring the latest offerings front and center while also facilitating engagement and repeat purchases.

With its “reimagined” UX experience, Groupon is hoping to boost inventory and variety while also serving up offerings that are personalized to users and include a streamlined search capability.

The Chicago company launched in 2007 said that the changes are intended to give people an expanded view of what Groupon offers, as it pivots from a needs- and inspiration-based marketplace to become the “ultimate destination for local experiences,” according to the release.

The PYMNTS Provider Ranking of Coupon Apps report released last month shows that Groupon moved up to the No. 1 spot, followed by Honey Smart Shopping Assistant, which moved up one spot to No. 2. Ibotta ranked third, followed by Flipp sticks and GoodRX.

Digital coupons are now tracking at a higher level for redemption than print coupons, propelled in part by the COVID-19 pandemic. By the end of May 2020, digital coupon use was up 93 percent year over year.

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