Adapt to the client’s schedule
“For several weeks we have been trying to change the schedule of our offers. We used to start them at 7am so users could make their purchases before starting work, and now we do it at 10am and mostly through social networks. The motto is: “When the shops close, BuyVip opens,” says Ícaro Moyano, communications director of this private sales club founded in Spain in 2005.
Study your database
Leisure is one of the sectors where impulse purchases have more space because the emotional component plays a major role in it, the key to favoring the irrationality of acquisition. “Once we got a call from a tour operator who had an empty flight to Helsinki for a weekend. So we agreed on a ridiculous price with a hotel in town and started an offer in our database and two days later the flight was booked. None of the people who traveled that day thought of going that far this weekend,” comments Nacho Sala, Marketing Director. “We want to know the story of customers so you can tailor your offering to their tastes and that way know how to hit the right button to fuel their momentum,” he says. In addition, they encourage the dissemination of user opinions through the “Recommend” button.
Dress with a lot of humor
“Our case is a 24-hour model at the best market price, but we bet a lot on humor and on generating additional content on social networks,” says Borja Recolons, CEO and founder of “All of the content on the site is humorous, from the description of the products to the content of the blog.” Why the humour? “Because it allows us to communicate differently than the rest. People keep the anecdote, the joke, and that can sometimes create more depth than the mere offer. It is also a resource that creates informality and closeness, giving us a local character. There are people who have been following the offers for many months just because of the daily SMS. Laugh a little every morning.

Just eat
Buy with your stomach
Is there anything more irrational than deciding on an empty stomach? They take advantage of this with Just Eat, the first online portal for food delivery. “We match food delivery buyers with producers. The advantage for the consumer is the easy access to all the food you want and the convenience: enter your CP, access all the offers in your area, with a simple click you can buy all the products you want and in 30 minutes you have in their house. You can pay by credit card on the site or to the delivery agent. It’s very simple and the proof of that is that we already have 2.5 million monthly users,” explains Jerome Gavin, General Manager of JustEat Spain.
The power of recommendation
“In our company, we have verified that 90% of users who decide to subscribe and pay to play do so within the first 12 hours of registration,” says Carlos Blanco, founder of, a portal , which has been in operation since 2004 The main asset to achieve these results is the recommendation of friends. “What we do most is improve the usability of the recommendations. So far we’ve been working on the gameplay, but we realized that it’s more important to encourage referrals because that’s how we get more customers,” explains Blanco.

Until the “stock” is used up
“Although our offers come out with a 24-hour notice, we rarely get there because our catch is the quantity limit and we often run out before then,” says Luis Krug, Founder of Oooferton. And he gives several examples: “It took us only 11 minutes to sell 500 Play Station 3; 14 minutes to sell 300 Nespresso coffee machines and 16 hours to sell 300 3D TVs that cost 1,000 euros.” The site aims to encourage thoughtless buying because it creates stress almost from the start: “First you see the discount, then the picture, then the stock. That goes to a bar that decreases as transactions are made,” adds Krug. In this first screen, the terms and conditions of delivery are already included, so there is no room for misunderstanding. They’ve concluded that it takes them an average of 42 days to make a first purchase, but once they make the first purchase, they tend to repeat it two or three times a month.

The voucher, also on the mobile phone
Their CEO for Spain, Italy and Portugal, Boris Hageney, points out that they are strongly committed to identifying very well the offer they make to their customer groups, which they reach not only via the internet but also via mobile phones and social networks : “It’s a business that uses all the possibilities that new technologies and the Internet offer”. In addition, they have a free application for iPhone, iPad and iPod Touch “that makes it easy for our users to buy coupons wherever they are.” Another key to success is adapting the campaigns to the needs and desires of its users at all times and seasons.

company management