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How Groupon connects people and businesses to create meaningful market experiences

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You’ve probably heard of Groupon, which offers discounted ‘deals’ from local businesses on everything from manicures and oil changes to Michelin-starred restaurants and amusement parks.

But did you know that Groupon isn’t just a global online marketplace, it’s evolved as a purpose-driven company since its inception in 2008? It aims to democratize access to Or do you think the company’s mission is to enable employees and customers to participate in making communities a better place to work and live?

Coupon that leverages the bargaining power of the community for win-win-win

Jennifer Beugelmans, chief communications officer at Groupon, said that helping merchants reach new customers can expand their economic opportunities. “We’re leveling the playing field,” she says. On the other side of the equation, customers are happy spending money on local businesses and feel more connected to their community.

The USP built into Groupon’s business model lies in its merchant customers who only pay when they make a sale from the Groupon platform. According to Beugelmans, “they’re paying for their success,” rather than the typical “pay-as-you-go” of traditional advertising.

It’s a symbiotic relationship, says Beugelmans.

And strengthening local businesses has benefits beyond business revenue. “If our communities thrive, we are successful,” he says Beugelmans.

These days, Groupon is on the cusp of transforming from “just a ‘treasure hunt’ for savvy subscribers to a local destination of all kinds.” “We want to encourage people to come out into their local communities and support small businesses and support local businesses, and we want them to find those establishments through Groupon. ”

Groups within Groupon serve external communities

The company ensures that teams remain meaningfully engaged in their communities outside the workplace. It encourages and rewards employee volunteerism. Through the company’s “Your Time, My Dime” program, employee volunteers earn donations to the organizations they serve through financial grants.

“Our company culture is very supportive of volunteerism and very supportive of encouraging people to show up where they live,” Beugelmans stresses. “There is a woman in my team who is based in Poland. When war broke out in Ukraine, she applied for leave so that she could pick up women at the border who needed to drive to Warsaw. “

Meaningful services like this send a strong message to all of Groupon’s 3,500+ employees. And according to internal company research, volunteering contributes significantly to employee job satisfaction, so it benefits everyone.

Groupon also partners with local organizations that have their own goals and missions. For example, it supports Embarc, an NPF started by teachers in 2007. The organization provides an experiential curriculum to high school students in a historically violent and underserved area of ​​Chicago, the home of Groupon.

Embarq offers students opportunities offered by Groupon local merchants. “For us, it was a holistic, truly aligned organization and a cause,” he says Beugelmans.

Beugelmans says that local community work is directly tied to Groupon’s business model. “Those students, if inspired, can become consumers and merchants. That is the symbiotic relationship I speak of. You can be a customer or you can be a merchant, and while we are happy to do that, it also makes business sense.”

Group diversity, equity and inclusion

Since 2014, Groupon has sponsored the National Black Business Month campaign, which features Black-owned businesses and provides ways for those merchants to reach customers and access resources. In 2021, this effort will result in a 23% increase in traffic impressions and an 8% increase in business unit sales.

But for Beugelmans, it’s not about running individual campaigns. This is a movement to figure out how to use Groupon’s business platform to create positive change. “We want the market to reflect the reality of the world, and the reality of the world is that there are a lot of very interesting, great small businesses owned by minorities or women,” she says. “And we want them to be able to find a home here on Groupon.”

“As a black woman, these things are front and center for me…we recognize that we need this support 12 months out of the year. It is true that no one company can solve the world’s problems, but what we can do is connect our efforts so that we can have an impact. It is about expanding our strength and opportunities to support communities around the world.”

“I think about this all the time,” says Beugelmans. “I grew up on the South Side of Chicago as a black woman, but when I look at my life now, I never imagined it would be as big as it is. I was short-sighted. Consider the following. [supporting] By giving entrepreneurs and children of color permission to dream. Dream big, dream big. “

If you want to dig deeper into more purpose-driven companies like Lemon Perfect, check out our Lead with We podcast. hereyou too can create a company that changes consumer behavior and our future.

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