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As B2C group buying falters, B2B players emerge


As B2C group buying falters, B2B players emerge


If you have been keeping abreast of the ups and downs in the group buying scene you will be aware that after phenomenal early growth and significant buzz, a darker underbelly has emerged in the form of customers dissatisfaction and bickering among competing daily deals sites.

Melbourne’s The Age reported on the growing number of complaints from customers feeling ripped off with services that were either not as advertised or never provided at all. And, Chicago-based daily deals pioneer, Groupon has recently faced numerous accusations from rival Cudo of engaging in deceitful and potentially illegal ‘bait and switch’ tactics.

This comes after Facebook decided to end their competitor, Facebook Deals, late last month, and amid reports the eight-month-old Google Offers is struggling, despite still being in limited trials.

Yet, a new arm of the industry is beginning to emerge in the form of websites specifically focused on the B2B market. The US already has operations such as OfficeArrow.com offering time-limited discounts on office supplies, and here in Australia companies can now find deals for advertising, with Brisbane-based AdviDeals.com.au announcing its entrance yesterday. AdviDeals offers group buying opportunities for marketers and business owners across print, radio, video, online and outdoor media, and is specifically targeted to those keen to try new forms of advertising but are constrained by the financial risk involved.

Founder Brenton Tickner said both parties involved in the deals will benefit, with marketers able to try out forms of advertising they wouldn’t usually be able to, and media owners gaining access to a large volume of new customers and potential future clients. “We are building a platform for media owners and marketing professionals to come together and try new advertising in a way that benefits both,” said Tickner.

AdviDeals is set to launch later this month, and will be most appropriate for companies that have a contingency budget included in their advertising budgets to be used when special opportunities arise. It enters the space alongside LilBirdie, although with the specific ‘distress’ point of difference. How the B2B group buying scene progresses only time will tell, but will certainly be interesting in light of the problems faced by its B2C cousins.

Peter Roper

Editor of Marketing and Marketing Mag from 2013 to 2017. Tweets as @pete_arrr.

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