Groupon aims for upscale market

Chicago-based daily deal site Groupon is going after buyers willing to spend hundreds or even thousands of dollars on travel and luxury goods, Bloomberg News reports. Groupon’s rival, Washington, D.C.-based LivingSocial, has already moved into the upscale offer arena — last month, it offered a $10,000 coupon for a penthouse-suite package at the Fairmont hotel in San Francisco.

By moving into pricier deals, the sites are trying to reach a broader demographic, Bloomberg writes. Groupon alone has more than 60 million subscribers in 42 countries, with ages ranging from 25 to 50, and many living in the suburbs.
Groupon’s move comes as LivingSocial has been airing multiple advertisements and stepping up its hiring. This week, the company poached a high-ranking sales executive from Yahoo.

Groupon showed off its own new advertisement during the Fox show “American Idol” last week, though the website CNET noted that the company has not released it online.

(Lindsay)

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This blog and its accompanying Twitter account have been established as social media learning tools for the Internal Communications and Employee Engagement class at Columbia College Chicago. Through this blog, we will share our observations about current events, change management and employee communications theory, and the application of social media in shaping employee engagement.
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