The Crunch: Australia is a burgeoning retail market with unique features — it’s large and growing, but also remote. The CupoNation Australia deals website launched in 2014 and quickly emerged as a valuable resource tailored to meet the needs of consumers Down Under. The site features an effective mix of coupons and offers from international and homegrown brands, as well as shopping and savings advice focused on the Australian market. CupoNation Australia leverages scalability, trackability, and usability to keep improving its user experience. And to meet the needs of the modern shopper, CupoNation increasingly focuses on its digital and mobile platforms. In 2018, the company plans to introduce new portals and solutions that continue its track record of innovation and expansion.
In Australia, Black Friday and Cyber Monday don’t compare to Click Frenzy, the 24-hour extravaganza of online shopping deals that takes place each November.
“The Sale that Stops a Nation” is just one of the unique shopping events that sets Australia’s remote yet robust market apart from the rest of the world. CupoNation Australia uses in-depth knowledge of the market’s intricacies to deliver in-demand deals and expert shopping advice to Australian consumers.
CupoNation, part of the Global Savings Group which formed in Germany in 2012, launched the Australian version of its couponing and deals website in 2014 — after successes in India, Brazil, and Europe.
Arjan Vlaskamp, the Global Communications Manager for CupoNation, said because the company uses one backend to build each site, scaling to enter the new market was not difficult technically. But the CupoNation team had to learn and master the nuances of the market in Australia, a country of 23 million where total e-commerce sales surged from $26.77 billion in 2013 to $32.56 billion in 2017. Also, Australian cities regularly rank among the most expensive places in the world to live. Those factors combined to make an attractive market for CupoNation.
“It was one of the quickest growing e-commerce markets,” Arjan said. “It was also one of the most expensive markets because it is so remote, meaning a lot of things have to be imported. That created a huge demand for savings opportunities among consumers.”
At the same time, the isolation of the market means that the country has a lot of local brands.
CupoNation Australia has struck an effective balance between international labels and those homegrown brands. Deals for sports clothing giant Adidas and British fine clothier Ted Baker are featured alongside Oroton, an Australian luxury fashion company known for its leather handbags, and Cotton On, an Australian retail clothing chain.
CupoNation’s focus on offering in-demand deals through its local presence and relationships as well as Australia-specific content have helped the company lead the market in just four years. The CupoNation Australia Facebook page now has more than 139,000 followers.
The Global Savings Group has scaled and grown into new markets, including operating sites in 25 countries with 450 employees worldwide. And CupoNation is projected to continue its growth in the Australian market by serving the most relevant deals to local shoppers.
Leveraging Scalability to Reach Consumers in New Markets
“We regard ourselves not so much as a couponing company, but as a savings and commerce-content platform,” Arjan said.
That means that, in addition to coupons and deal codes, users can access a brand’s online shop through CupoNation. All CupoNation operations are built on one backbone with three key characteristics in mind: scalability, trackability, and usability.
In terms of scalability, CupoNation quickly enters new markets and builds a well-functioning website complete with content and deals unique to the area. For trackability, CupoNation analyzes data on user clicks and traffic flow to see which deals and types of offers draw the most interest. It also looks at the Australian market to unearth insights on buying behavior and preferences. These insights are used to constantly improve the portal’s user experience and service.
CupoNation includes these findings in an interactive graphic that shows how much the typical Australian household spends on groceries, restaurant meals, alcohol, furniture, transportation, health care, and pets in a specific time period. Those numbers can also help consumers identify areas where they can save money.
Another infographic shows how much households need to earn to afford travel to some popular international vacation destinations.
“That leads to the third characteristic, which is usability,” Arjan said. “We always have to make the site as responsive as possible for the user. If the user likes us, we’re going to increase the conversion rate and have more success.”
Focusing on Digital and Mobile Technology to Bring Deals to the Modern Shopper
CupoNation has built up its technology team to continuously showcase the best content, deals, brand partnerships, and capabilities across its sites. Arjan said one-third of the company’s team is tech staff who “help improve our sites on a daily basis.”
CupoNation focuses on technology because modern consumers are increasingly making many of their purchases on mobile phones and through shopping apps.
With the introduction of Google’s mobile-first search index, Arjan said CupoNation could have lost a vast majority of the organic traffic to its sites if it did not adopt a mobile-first strategy. For that reason, the mobile site has become a priority to meet consumers where they shop.
Arjan said CupoNation data showed mobile users accounted for about 25% of CupoNation Australia’s traffic, with mobile users surging to 50% during Black Friday 2017.
“If we limit them to desktop offerings, we can’t perform,” he said.
CupoNation Continues to Innovate and Build on Its Growth
In six years, CupoNation has used a combination of a scalable backbone, partnerships with in-demand brands, and localized consumer advice to build successful online savings sites in 19 countries, including Australia.
CupoNation currently partners with more than 19,000 brands — from international labels down to local favorites.
Looking ahead to 2018, Arjan said CupoNation plans to introduce innovative solutions to expand its reach. Those innovations include portals specifically focused on travel, lifestyle, or fashion deals. The company also continues to explore entry into new markets.
New offerings developed in conjunction with partner brands will also include dynamic couponing solutions that use information on what a user wants to create tailor-made discounts. That kind of personalization will give CupoNation yet another effective way to reach out to shoppers.
“Our goal is to be everywhere the consumer is, and help him or her to find information, be inspired, and save money,” Arjan said.