We want to avoid that confusion as much as possible and give ourselves as much room as possible to innovate around the card-linked platform we've built here and to make it, again, just core to how the product works for consumers every day. So, again, it's to give us more room to play and to not pigeonhole us into a specific version of card-linked or to confuse the customer when we start to make card-linked part of other things. And that's something that I think has a lot of potential on our platform to just, again, make it how the product works to really keep it in the vein that people understand, which is, you're giving me cash back. Trying to sell a new product to people is hard enough why not name the product exactly what it does so that there's no confusion? CEO Rich Williams explained:Į've been testing significant number of permutations of card-linked products that really just, again, apply a discount via the credit card. It appears that "Groupon+" was perhaps too fancy a name for a relatively straightforward discount. So it may come as somewhat of a surprise that the company is now undertaking a "rebranding" of the product less than two years after it was introduced.Ĭheck out the latest Groupon earnings call transcript. The offering was rolled out in late 2017 amid much fanfare as management touted Groupon+ as a key element to its multiyear transformation plan. The difference between Groupon+ and Groupon's traditional voucher is that a) there is no need to download a voucher and present it to the vendor b) customers are only charged when the item or service is purchased, not when a voucher is purchased beforehand and c) usually, Groupon+ offers are small 5%-20% discounts on everyday purchases, not the deep discounts normally associated with vouchers. When that card is used for the offering, the customer receives cash back. Groupon+, unlike the traditional Groupon voucher, is a card-linked offering that, when purchased, links directly to an uploaded credit card number.
The company is changing the brand name of one of its key transformation initiatives, Groupon+. As part of its fourth-quarter earnings release, discount marketplace Groupon ( GRPN) made a somewhat surprising announcement.
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