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For Green Apple Books, life after (with) Groupon

Monday, June 6, 2011

image Green Apple Books co-owner Pete Mulvihill tells Galley Cat why the venerable Clement Street indie bookstore turned to online deal advertiser Groupon and how it’s turned out so far. In short, both he and the digital advertiser are pleased. An excerpt:

The deal was $20 of Green Apple stuff for $10– people are spending an average of $35 or $40 with us. So far, the numbers look like they’ll work out–we’ll break even or even make something on it. In the long run, if only 10 percent of those people are new customers, that customer acquisition cost of zero, you just can’t buy that kind of advertising.”

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