The shift to online buying and eCommerce has been increasing in recent years as it evolves with the growth of technology. It is convenient, the selection is broader and a win-win situation for both marketers and consumers since marketing dollars are reduced hence consumers get to enjoy discounts. Especially in Singapore, CampaignAsia reported Singaporeans spent over the last year US$523 million shopping online.
Just a week ago, Dell officially launched Dell Swarm, an online social group-buying site where consumers can gather to buy gadgets in bulk to enjoy big savings. It appears that it is currently only available in Australia, though it was tested before in Singapore and Canada but they are still fixing the bugs. Similar to Groupon, Dell is the first company (I believe) to lead this campaign on its own. Very clever business idea indeed – and if this picks up, we can expect more companies to follow suit.
(Personally love the idea of countdown timer! Brings so much excitement, really.)
How it works:
You can join a current swarm or suggest a new swarm on the site. You have 48 hours to get response – once enough people have signed up, the swarm will go live and you can confirm your order. Once the order has been placed, you’ll receive a unique code to be able to customise and complete your purchase.
To try and increase the size of the order and therefore the savings, you can easily share information about the swarm with friends using social networking sites like Facebook, Twitter, or e-mail. The more people involved, the better the bargain the swarm receives.
Items on sale through Dell Swarm include digital cameras, electronics and software accessories, TVs, etc. Not only limited to Dell products but Cisco, Belkin, Kogan, Canon, Microsoft and other big players have also gotten in on the deal, and Dell expects to expand to more vendors in the future.
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