Ed Cotton: Retail Hacking
A confluence of forces have given rise to the emergence of consumers who will devote hours to hacking the system to get deals.
The latest Wired has a great piece by Matt Schwartz on what he terms “retail hacking”. He describes a confluence of forces that have given rise to the emergence of consumers who will devote hours to hacking the system to get deals and how this world has been made accessible to masses of consumers through the efforts of new players like Groupon and Living Social.
Groupon's genius, is to to take the time consuming and previously unattractive world of coupon shopping from the striving fringes of culture and make it mainstream cool. Getting a deal on Groupon is nothing to be ashamed of, instead, it's something you brag about. This is the reason Goggle is so interested in buying Groupon for billions of dollars. Schwartz describes the emergence of the new deal-driven consumer- “the retail hacker”.