Seit am Montag raus war, dass DERWESTEN mit einem eigenen Groupon an den Start geht, herrscht gewisse Aufregung in der Startup-Szene: Ein klassischer Verlag steigt an einem sehr frühen Punkt in ein noch relativ junges eCommerce-Konzept ein. Das ist neu.
Was hat den WESTEN also dazu bewegt, jetzt schon mitzumischen und vor allem WESTDEAL komplett selbst aufzusetzen? Ich habe dazu eine Anfrage an die WAZ-Gruppe gestellt. Sobald ich Antwort bekomme, steht die natürlich hier.
So lange muss ich erstmal spekulieren. Was aber eigentlich recht einfach ist:
- Mit dem Auftauchen der Groupon-Konzepte hat sich etwas Entscheidendes gegenüber den meisten anderen eCommerce-Ansätzen geändert: Es geht um Nähe. Die Vorteile des Netzes werden in gewisser Weise ad absurdum geführt. Ein funktionierender Groupon muss sich auf ein kleines Gebiet beschränken. Eine Stadt. Einen Landkreis. Das Einzugsgebiet einer Zeitung. Nur so funktioniert das Konzept.
- Mit Groupon ist noch etwas anderes passiert: Die Anbieter müssen die Online- mit der Offlinewelt verbinden. Das Angebot wird zwar online angeboten – findet aber offline (meist als Dienstleistung) statt. Bei Groupon wird keine Ware mehr verschickt, sondern nur noch die Berechtigung, sich entweder Ware irgendwo abholen zu dürfen oder eben eine Dienstleistung in Anspruch zu nehmen. Für Beides muss der Kunde physisch aus dem Haus und auf die Straße. Das Denken ist relativ neu für die Startup-Szene und ein alter Hut für Verlage. 1:1 – Unentschieden.
- Die Angebotspartner sind klein. Es werden Gutscheine für Restaurants, Massagen oder sonst was verkauft. Kleines, bodenständiges Business. Nicht die Amazons dieser Welt sind hier gefragt, sondern der alteingesessene Einzelhändler und Dienstleister. Und genau die Adressen liegen seit vielen, vielen Jahren in den Karteikästchen der Anzeigenverkäufer.
- Bei den Angeboten muss auf spezielle, lokale Nachfrage eingegangen werden. Es reicht nicht, ein Angebot an ganz Deutschland zu verkaufen. Man muss seine geografische Zielgruppe kennen und bedienen. Ein Groupon in München wird in der Vorweihnachtszeit ein gutes Geschäft mit Skiausrüstung und Saisonkarten machen können. In Hamburg ist das gleiche Angebot – gelinde gesagt – für die Tonne! Eine Zeitung sollte ihr Gebiet und die kulturellen Eigenarten wohl besser kennen als jeder andere.
- Gerade bei physischen Dienstleistungen, wie Massagen und Restaurants, geht es um Vertrauen. Was hilft es mir wenn ich bei meinem Abendessen-Date 50% gespart habe, aber am Ende alleine nach Hause gehe, weil das Essen einfach sch… war. Das Vertrauen hat eine Zeitung viel eher als ein neu auf dem Markt erscheinender Stand-Alone-Anbieter wie CityDeal.
Wenn man das alles berücksichtigt, ist es nur logisch und konsequent, dass DERWESTEN mit WESTDEAL eine eigene Lösung aufsetzt, anstatt auf Kooperationspartner zu warten. Was jetzt noch vor den Machern liegt: Die Leser richtig an das Konzept heranführen. Was meiner Meinung nach aber nicht sehr schwer sein dürfte, weil diese im Idealfall den Dienstleistungs-Anbieter schon persönlich oder vom Sehen kennen. Der Rest ist leicht zu verstehen.
Über den Groupon-Hype ärgere und freue ich mich irgendwie. Ich freue mich, dass durch den lokalen Bezug endlich Verlage die Chance im Social-eCommerce erkennen. Mich ärgert allerdings, dass die gleiche Chance bei anderen Konzepten schlichtweg übersehen und kaputt gemacht wurde.
Eines meiner Lieblingskonzepte ist nach wie vor Liveshopping. Schon zu meiner Zeit bei www.guut.de habe ich mir immer wieder gedacht, dass das ein tolles Konzept für Zeitungen ist. Leider hat sich die Liveshop-Branche auf schiere Größe und Deutschland als Zielgruppe eingeschossen. Bei guut hatten wir zum Schluss rund 60.000 User. Über ganz Deutschland verteilt ist das nicht wirklich viel. Gezielte Angebote sind so nur schwer anzubieten. Am Ende geht es allen Liveshops gleich: Conversion gibt’s bei sehr günstiger Unterhaltungselektronik – aber die gibt’s mit etwas Marge leider nicht wirklich günstig.
Ein lokaler Liveshop, mit dem gleichen Einzugsgebiet wie heute die Groupons, wäre schon damals wahrscheinlich viel sinnvoller gewesen. Günstige Ski in München. Eine Luftmatratze in Hamburg. In Stuttgart stehen viele auf Blutsgeschwister – ein Stuttgarter Modelabel. In Bremen tragen sie Stylesucks. Dann läuft das auch.
Vielleicht erkennen Verlage jetzt auch im Liveshopping wieder das richtige Potential, wenn ihnen bei Groupon klar wird, dass es auch im Internet durchaus um räumliche Nähe und lokale Eigenheiten geht.
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