As one of the eight core patterns mentioned by O’Reilly, leverage the long tail has been best described by Chris Anderson’s economic long tail model. In general, it describes that, compared to those most hit marketing focus, the market demand increasely shifts to those long tail niches, which generates the business in success.
Scoopon, is the Australian’s largest daily deals company and an integral part of Australia’s number one online shopping group. Starting similar with Groupon in America, Scoopon integrates small businesses and offer discounted deals to local people.
Scoopon was built on the driving forces of the Long Tail. Back to 3 years ago, there is no “group deals” offered from any website in Australian. Group deals, refers to some people online purchasing a local business’ services or products as a group for discount, and such minimum amount of purchase are often decided by the business. However, Scoopon explores the new market successfully, and even add additional function (i.e., travelling and shopping) to the website. Comparing to this, Groupon slowed down in entering new market. They also contract with more businesses to corporate and attract new customers in different ways (e.g., joint into online shopping group with Grocery Run, Catch of the Day and etc and let customers to share the deals through other social platforms).
They use algorithmic data management to match supply and demand. There are some statistic offering beside each deal showing the time left, how much the deal could save and how many scoopons (vouchers) are sold. In most cases, these statistics offers reliability and sometimes stimulations to the customers to purchase the deal as well.
Leverage customer self-service to cost effectively reach the entire web. Each customers of Scoopon could manage and control their own accounts with their personal delivery address, bank details and purchased deals. Also, Scoopon leverages the low-cost advantages of being online.
To sum up, Scoopon leverage the long tail in a quite noticeable and successful way.