Post
by robin » Fri Jul 15, 2011 10:35 am
Today's Groupon is a deal for a TV - 42" LED LG model. Google shows it retails for 480 from Amazon and maybe a wee bit cheaper in some other places. Groupon price is 399, so not bad, but is advertised as a 50% off saving. Go to merchant site, they are listing that TV at 820. Meanwhile on the same site you can buy the 47" version of the same TV for 650, so clearly the 820 price is made up. Once the groupon offer expires I expect the price will drop to 450-500 range again.
Says nothing about Crouton either way but does show that merchants are willing to hike prices and then offer artificial discounts.
You have to wonder what's in it for the merchant, though. This TV is a commodity - anybody who is internet savvy and is about to buy a flat screen TV is surely going to do a small amount of research on price/availability. If the merchant is willing to sell the TV at 399 then if they just listed that as the price on their site they would be overwhelmed with orders I think. If they run a capped deal for just a handful of units, what's the point? If they run a higher volume deal at 399 they're losing on each TV sold. I would be surprised if the retailer margin on such a product was as high as 30%, so assuming that 480 retail -> 144 margin to the merchant -> 336 cost of goods. I don't know what percentage groupon take from each voucher, but even if it's "only" 25% of the voucher price the retailer selling the TVs is clearly losing money on each TV sold.
So either they're stupid or cash starved or about to commit some type of fraud or the retailer margins on consumer electronics are much higher than I thought.
Cheers,
Robin
P.S. Put another way, if there was 30-50% margin available for discounting then people would just be offering the product more cheaply anyway; and if there isn't then this is a loss leader; why would an online consumer electronics company run a loss leader?
I is in your loomz nibblin ur wirez
#bemoretut