Who Will Claim the Throne in the Game of Local Commerce? (Infographic)
I spend a good portion of my day writing about either TV or online marketing. Sometimes those two passions collide. Like today, when I opened my email to find this wild infographic from Matt at 8coupons: Game of Local Commerce 2013.
8coupons is (according to Matt), “the largest consumer hub and b2b platform for local deals with hundreds of content and distribution partners.” Pop in your zip code and you’ll see a neatly composed list of everything from all the major daily deal sites, flash deal sites and sites that specialize in local coupons such as Restaurant.com.
Like the waring factions in HBO’s hit series Game of Thrones, the local deal mavens are constantly battling for supremacy. Some charge in and command attention with their incredible savings and flashy ideas. Others move slowly forward, solidifying their position with every step. They’re not the coolest or the biggest, but they’re amassing a following that could one day help them claim the throne.
Okay, I didn’t come up with the analogy, but I’m going with it.
What intrigued me most about the full infographic is the number of companies that are involved in local commerce and how often the same names appear in different sections.
There’s the House of Social and City Guides (Yelp, Foursquare, DailyCandy). The House of Deals (Livingsocial, GiltCity, Groupon.) The House of Technology and Data Services (f-Commerce, ConstantContact, Yahoo! Local). The House of Traditional Media (Cox, Hearst, Yellow Pages) and The House of More Local Consumer Marketplaces (Craigslist, Angie’s List, Ticketmaster.)
The two houses that intrigued me most are the House of Mobile Wallets and The House of Express Delivery.
I had no idea there were so many mobile wallet options. Groupon Payments? Dwolla? With this many players, you’d think we’d be further along in the mobile wallet biz. A recent study showed that 48% of Americans are open to the concept but outside of Paypal, it’s a hard sell. Studies also show that the younger generation, not surprisingly, is more likely to use a mobile wallet, so we’re headed in the right direction. Just yesterday, I saw a TV commercial where a group of young women used their phones to reimburse the woman who bought all the movie tickets. It sure beats scrounging for pennies when you’re trying to break up a dinner check at the end of the night.
I was also surprised by the number of people in the House of Express Delivery. Studies show that shipping costs and times are a big factor when consumers decide where to shop. In addition, several big companies are working on alternative delivery solutions such as locker boxes and store pick-ups in order to remove any barrier to online shopping.
The last portion of that chart is also interesting. Amazon has a fresh food delivery service? I got excited then found out it’s only in Seattle. I love the concept. It’s a way to help Americans eat healthier and it supports local farms but according to a 2013 survey, only 15% of US adults have ever shopped for food online. They say they’re willing to give it a try because it will save them time and prevent them from overspending on impulse items. What’s stopping them? The need to see items such as meat and vegetables and having to wait around for the delivery.