The Groupon Approach to Boosting Savings

Rachel Black had an op-ed published in the Christian Science Monitor today, entitled “From Groupon to Saveon: The smart way to boost savings.” Rachel looks at the behavioral aspects of Groupon and compares them to the behavioral aspects of savings promotion policies, particularly the Saver’s Bonus and $aveNYC:

In most things, I adhere to the principle that free trumps fee. Accordingly, I happily opt to run through my neighborhood, braving variable weather conditions and swarms of families with dogs and strollers, to avoid paying a gym for what I can accomplish for free.

So, how did Groupon get me to join a gym?

Simply put: Groupon made it cheap and easy. At its core, the Groupon approach engages people through a widely utilized platform (e-mail), presents them a few appealing options (“Deal of the Day” and “Side Deals”), offers an incentive to participate (discounted products and services), and makes participating easy (just click “Buy” to “Get Your Groupon”). Participants try something they wouldn’t have otherwise and retailers have customers they wouldn’t have had otherwise. It’s a win-win.

So, could we apply that model to more consequential activities than trying a new restaurant or body waxing, like increasing personal saving?

Click here to read the whole op-ed.