Get your group on – businesses say they’ll use group buying again

A new study has found that a huge majority of businesses that have run group buying campaigns were satisfied and that most will use the services again.

The majority of businesses that have used group buying services would do so again, according to a new study run by independent research group Telsyte. The study surveyed 359 businesses that had used group buying and found 95% were happy with the promotion. 85% indicated they would run another group buying campaign.

The findings will please an industry that, while growing at an astounding 72% in the last quarter alone, has also led some businesses to overcapitalise on equipment or stock without being able to convert business won through group buying into loyal customers.

Consumers also complain that companies running group buying deals sometimes treat them as second class citizens.

Sydney shopper Michael Piercey, purchased a Scuba Diving course through group buying website Spreets, “The deal was exceptional value but when it came to booking into a course the dive company treated me like I was wasting their time,” he said.

John Butterworth, CEO of the Australian Interactive Media Industry Association (AIMIA), believes overall customer satisfaction is reflected by the huge growth in the area, "Group buying is clearly a major hit with Australian consumers and the dramatic growth in the industry demonstrates how digital channels and the rise of social commerce are underpinning significant shifts in consumer behaviour.”

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