The change is so devastating to traditional retail, that bankruptcy and severe backlash is now common-place in many of the brands we (used to) know and love.
So how is the Australian social buying market different to the rest of the world?
Our population is one of the main reasons why Groupon will leave our market till the end, and why they’ve opened their 11th location within Florida, USA alone (that is, they now have 11 locations within Florida!). Australia just doesn’t have the manpower to group buy.
So what has that left us with? Some of the biggest successes on the web are deals of the day style websites, the most popular being http://dealsdirect.com.au … this model has been used and loved by the Australian consumer for years.
The fundamental shift towards Social Buying though, has meant that everyone is having a go at some kind of ‘incentivised discount purchase’ website, but none have got it right so far – until now.
The first true website to cater exclusively to the Australian online buying habits is http://dealme.com.au (another product by the Deals Direct team). The main difference being that instead of using a population-based methodology for sales, the sales are determined by a time limit – meaning anyone and everyone can save.
This not only helps the consumer to get a deal when they want it, without having to worry about a supporting network of buyers to share the advantage, but it helps those companies that want to list and market to the Australian public – allowing them to maximise their profits and come away with a winning situation, no matter the public response.
Another major difference is the breakdown of locality-exclusion, another Groupon-defined mechanism. This is a monumental error in the Australian market, as segregating cities leads to a squeeze of potential customers, especially since Australians have an increasingly mobile culture.
DealMe.com.au is the first true Social experience that defines the difference of the Australian market to the rest of the world, including the US. Users can share the deal because they think it’s a good deal, not to simply boost their chances of actually receiving this deal when the timer runs out.
A lot of the time, startups are looking overseas to form the basis of how they should be targetting Australians, but the fundamental attribute to any business aiming at targetting Australians, is understanding just how different Australia is to the rest of the world.
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