Groupon vice president share his predictions for e-commerce in 2015

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Ahead of the eDelivery Expo (EDX), Luke Massery, vice president and general manager of Groupon and the opening keynote of EDX 2015, gives exclusive insight about his work at Groupon, his views on omnichannel, and what he’s looking forward to at EDX

“As the VP and GM of the Groupon Goods Global business in EMEA, I’m responsible for driving the long-term health of the business (including technology development, and customer and merchant satisfaction), while ensuring we’re hitting revenue and profitability targets each quarter along the way.

“There’s no ‘typical’ day in my job. I split my time between my Swiss home office, and our local offices in major cities around the region. In Schaffhausen I work on strategic questions with our EMEA SVP (Tamer Tamar) and CMO (Sasha Berson), day-to-day operational and logistics improvements with my EMEA central teams based here, and liaise regularly with our HR, finance, accounting, and tax teams. When visiting a local office, I make a point of spending as much time as possible meeting and talking with the front-line staff who are working like crazy every day to make Groupon a must-visit destination for customers seeking great deals on great products, and for product suppliers looking to move large volumes quickly. Our buying and operations teams in each market are my number one source for what products are trending, what problems are brewing, and what we need to be doing more/less of to stay ahead.

“I’m in the rare position of being able to run a large, well-known business which still has the potential and the resources behind it to be so much more. As with all my previous roles at Groupon, I’m managing an impressive team of dedicated professionals in an environment where change is not only accepted and encouraged, it’s demanded. Nothing is off limits here, no aspect of the status quo is considered too important to challenge, improve, refine or even demolish if it leads to the greater long-term good. That’s exciting. Especially for a career consultant (before Groupon) it’s a magically refreshing corporate value to really see in action every day.

“I think both sides have a lot left to learn from each other. Groupon as a company is only approximately six years old and the EMEA Goods business is only approximately three, so there are naturally finer points of our business that could still be improved- upon as we compare ourselves to industry benchmarks. That said, I think we can safely assert that Groupon has discovered a nice-sized niche in the eCommerce world and have quickly become a trusted provider of value to millions and millions of consumers around EMEA and the world. I think the most interesting consumer insight that Groupon has uncovered is that you don’t need massive product selection to be successful in the e-commerce world. Delivering a curated selection of the best deals without requiring someone to filter through 5,000 results is appealing to consumers. This is particularly meaningful in an increasingly mobile world, where it’s a bit harder to search and filter.

“There’s growth potential everywhere! Online retail has decades to go still, making massive improvements to the online customer’s experience (pre-click and post), and we’re now moving into a world where the next level up of fruit to be picked is often a bit different from category to category. That’s not to say that omni-channel can’t be successful, I think quite the opposite (obviously), but we do have to recognise and work towards the differentiation required to create a truly frictionless experience in each category.

“With the keynote address I’m hoping to set the stage for the more in-depth discussions to come over the following 2 days. This year’s expo is all about peering into the future together, and trying to gauge what consumers and manufacturers are going to be expecting of us in the year to come. There are a lot of intriguing perspectives on where the e-commerce world needs to head. I’ll share some of mine, backed up by some data showing what trends we’re in the middle of at the moment. But I’m even more looking forward to hearing the nuance of perspectives we’ll get from some of the top industry experts that will be speaking at EDX. In particular I’m looking forward to learning from Maxim Romain of Wayfair, regarding evolving consumer needs for flexible delivery and returns.”