Welt Online Energieauktion: gut umgesetztes Gruppenkauf- bzw. Groupon-Konzept

von Steffen Greschner am 11. April 2011 · 93 Kommentare

Auf Welt Online läuft seit letzten Freitag, 08. April 2011, zum zweiten Mal eine Energieauktion. Das Prinzip dahinter ist vergleichbar mit einem Groupon-Konzept mit mehr Laufzeit. Welt Online sucht bei der Aktion Leser, die ihren Strom- oder Gasanbieter wechseln möchten. Im Anschluss findet eine Auktion mit den Kundendaten statt. Heißt: Die Wechselwilligen werden an den Stromanbieter versteigert, der den günstigsten Preis für die Welt Online-Community bietet (oder an den, der die höchste Provision zahlt… ;-) ). Die Teilnehmer haben im Anschluss bis zum 06. Juni Zeit das Angebot anzunehmen oder eben nicht. Der Wechsel, einschließlich aller Formalitäten, wird bis zum Jahresende von ichoosr.com durchgeführt. Ein Holländischer Anbieter, der solche Auktionen schon öfters erfolgreich durchgeführt hat.

Schön ist die Integration des Konzeptes in den redaktionellen Content. Bereits am Freitag gab es einen Artikel auf Welt Online, der damit einsteigt, dass die “großen Energiekonzerne” ihre Marktmacht ausbauen können, nur weil viele Leute zu Faul zum Wechseln sind. Anschließend wird die Energieauktion, der Ablauf und die Vorteile erklärt. In der Rubrik “Geld” läuft der Artikel immer noch als redaktioneller Content. Heute Vormittag war auf der Startseite auch ein Wallpaper geschaltet, das auf die Aktion hingewiesen hat. Leider war ich zu langsam mit einem Screenshot und jetzt ist er weg. Aber auch sonst wird die Aktion an verschiedenen Stellen auf Welt Online klassisch beworben – mit thematisch zum Artikel passender Bannerwerbung.

Insgesamt haben sich zum jetzigen Zeitpunkt 1.353 Leser zu der Auktion angemeldet (11.04. /17:25 Uhr).

Schön zu sehen ist auch die Reaktion der Leser in den Kommentaren. Haben sich bei der letzten Energieauktion im Oktober 2010 noch die Mehrzahl der Kommentatoren eher kritisch, bis ablehnend geäußert, sieht es bei der jetzigen Auktion schon deutlich wohlwollender aus. Entweder sortiert die Redaktion dieses Mal besser aus oder – was ich denke – die Leser sind durch Groupon und Co. langsam an solche Aktionen gewöhnt und erkennen den Mehrwert. Die redaktionelle Begleitung im Artikel und auf der FAQ-Seite ist bei der jetzigen Auktion auch nochmal besser und aktivierender gelungen, wie bei der ersten.

Jetzt muss Welt Online aber auch liefern: Angenommen wird die Aktion nur, wenn der Leser zum Schluss auch wirklich einen Mehrwert, sprich eine Ersparnis hat. Aber das sollte den Verantwortlichen wohl klar sein… ;-)


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