Groupon, Inc. operates online local commerce marketplaces that connect merchants to consumers by offering goods and services at a discount worldwide. Consumers access those marketplaces through the company’s Websites, primarily localized groupon.com sites in various countries, and its mobile applications. The company’s operations are organized into three principal segments: North America, which represents the United States and Canada; EMEA, which includes Europe, the Middle East and Africa; and the remainder of the company’s international operations (Rest of World). The company acts as a marketing agent by selling vouchers (Groupons) that could be redeemed for products or services with third party merchants. The company also sells merchandise inventory directly to customers. The company offers goods and services in three primary categories, such as Local Deals (Local), Groupon Goods (Goods), and Groupon Getaways (Travel). Local The company’s Local category includes offerings from local and national merchants, as well as local events. Local also includes other revenue sources, such as commission revenue, payment processing revenue and advertising revenue, as these revenue sources are primarily generated through the company’s relationships with local and national merchants. The company’s local offerings comprise multiple subcategories, including food and drink, events and activities, beauty and spa, health and fitness, home and garden and automotive. In the United States, customers could book reservations at selected restaurants through the company’s Website and mobile applications. In 2015, the company acquired OrderUp, Inc. to expand its local offerings in the food ordering and delivery sector and improve related technology capabilities. In addition to local and national deals, through the company’s coupons offering, the company gives customers the ability to access digital coupons from various retailers. Additionally, GrouponLive is a partnership with LiveNation through which the company offers deals on concerts, sports, theater, and other live entertainment events. Goods The company’s Goods category offers customers the ability to find deals on merchandise across multiple product lines, including electronics, sporting goods, jewelry, toys, household items, and apparel. Travel The company, through its Travel category, features travel offers at both discounted and market rates, including hotels, airfare, and package deals covering both domestic and international travel. Distribution The company’s customers access its online local commerce marketplaces through its Websites, which primarily consist of localized groupon.com sites in countries throughout the world, and through its mobile applications. Marketing The company uses various marketing channels to make customers aware of the deal offerings on its mobile and Web platforms, including search engines, through search engine optimization (SEO) and marketing (SEM), email, affiliate channels, display advertising, and to a lesser extent, offline marketing. Search Engines: Customers could access the company’s deal offerings indirectly through third party search engines. The company uses SEO and SEM to increase the visibility of its offerings in Web search results. Email: In North America and most of the company’s international markets, the company uses targeting technology to determine which deal offerings to communicate to its email subscribers based on their locations and personal preferences. Affiliate Channels: The company has an affiliate program that utilizes third parties to promote its deal offerings online. Other: The company publishes deals through various social networks and adapt its notifications to the particular format of each of these social networking platforms. The company’s Websites and mobile application interfaces enable consumers to push notifications of its deals to their personal social networks. In addition to social networks, the company promotes its deals using display advertising on Websites. To a lesser extent, the company also uses radio and television advertising. Sales and Operations The company’s sales force consists of approximately 4,000 merchant sales representatives and sales support staff, who build merchant relationships and provide local expertise. The company’s North American merchant sales representatives and support staff are primarily based in its offices in Chicago and Phoenix, and the company’s international merchant sales representatives and support staff are based in their respective local offices. Strategy Key elements of the company’s strategy include narrowing its focus and improving its operating efficiency; increasing its active customer base; and improving the customer experience. Trademarks GROUPON, the GROUPON logo and other GROUPON-formative marks are trademarks of the company in the United States or other countries. Seasonality Some of the company’s offerings experience seasonal buying patterns mirroring that of the larger consumer retail and e-commerce markets, where demand declines during customary summer vacation periods and increases during the fourth quarter holiday season (year ended December 2015). History The company, a Delaware corporation, was founded in 2008. It was incorporated in January 2008. The company was formerly known as ThePoint.com, Inc. and changed its name to Groupon, Inc. in October 2008.
(GRPN:Consolidated Issue Listed on NASDAQ Global Select )
600 West Chicago Avenue
Chicago, IL 60654
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