Well, I guess it was just a matter of time… ever more sophisticated consumers looking to exercise their economic muscle and progressive companies providing them with the platform to do so.
We have talked about the rise in consumer power before; what is new are the brands that have not just seen the writing on the wall but turned this into a positive.
In launching Dell Swarm, Dell appears to have provided a platform that allows you to group together (“swarm”) with others (friends, colleagues etc) for the specific purpose of purchasing an item that has been discounted for a volume purchase by that group. The more people that join the swarm the bigger the discount.
I have seen third party (middleman) efforts to assist collective buying and no doubt we will see “buying clubs” also initiated by consumers themselves but for a magnetic brand in the right category – this is a clever move. Incremental sales utilising the enthusiasm of engaged customers, their social and bargain-hunting impulses – all the while maintaining a conversation at your place!
A sign of things to come.