Daily Deals Site SuperDeal Stands Out by Supporting Social Programs
As the global rise of daily
deals sites found its way to Morocco last year, SuperDeal.ma became the third daily deals
platform to launch in the Moroccan market, after MyDeal and Hmizate. Inspired by
LivingSocial and Groupon, the site was launched in March 2011 by
five young Moroccans. CEO Ismail Loubrais claims that the platform
is the market leader at the moment.
SuperDeal is a self-funded startup, still in the developmental
phase but already operational in Casablanca, Rabat and Marakkesh.
To build to the size they envision, the team is focusing on quality
and innovation and not sweating profits for the moment. "We are
re-investing every penny to develop more tools and services, and we
believe this is the key to success," says Loubrais. The website is
also improving the product sections in order to reach more people.
"We have seen exponential growth, that is allowing us to improve
ourselves, and we recently launched hi-tech, travel and shopping
sections," he adds.
Most of SuperDeal's customers pay using credit card, using Maroc
Telecommerce as a payment gateway. "We have been developing a means
of paying in cash but it is still not our main source of revenue,"
explains Loubrais, saying that 80% of the website's visitors pay in
credit card.
Being leaders in the Moroccan market was not an easy position for
SuperDeal to reach. In order to differenciate themselves and stand
out in what can be a cutthroat business with little customer
loyalty, the team has chosen to add specific human touches to the
site, to touch on social issues and build a more direct, personal
relationship with its customers and partners. To accomplish this,
SuperDeal implemeted the following four elements:
1. Arabic interface.
SuperDeal is the first and only e-commerce site in Morocco to date
that offers an Arabic interface. "We insisted on the Arabic
interface to widen our reach and reach the Arabic audience.
Although many people use our Arabic interface to check deals and
navigate, they end up going to the French interface to make the
payment, and we don't really know why yet," says Loubrais.
2. Satisfaction policy. If the customers don't use
the coupons for whichever reason, SuperDeal reimburses them within
seven days after the end of the validity date, with no conditions
or questions asked. "This is a way to kill any hesitation a
customer has while purchasing a deal, and we are the first in the
market to implement it," he explains.
3. Quality and partner relationship unit. This
unit works closely with superDeal's partners to raise awareness
within the team on how to engage and relate with the customers
making sure they return and want to stay updated of all deals
offered.
4. A solidarity initiative. SuperDeal signed an
agreement with a social support association called "L'heure
Joyeuse" (The Joyfull Hour), committing to donate 1 DH on every
coupon sold through the website, and give the choice to the
customer to donate or not another 1 DH. If the customer pays, the
association gets 2 DH, if he doesn't choose to pay, it will receive
only 1 DH. Three months after launching this initiative, SuperDeal
has donated a total of 60 thousand DH to the association. "There is
nothing in it for us, actually. We are already famous in Morocco
and we want to contribute to a good cause, we are proud of this!"
says Loubrais.
"L'heure Joyeuse" works on social issues such as reintegrating
jobless people, supporting single moms, helping rural communities
by giving bicycles to young people to go to school, and working
with the authorities on general social programs.
Standing out in the daily deals market in Morocco has its own
challenges, mainly differentiating its products from competitors
and being as innovative as possible offering quality service. But
another main challenge faced by e-commerce startups all over the
MENA region, not only in Morocco, is helping customers surpass
their fear to pay online. "We are trying to work with
MarocTelecommerce to launch a awareness campaign in order to
democratize online payment."
Selling between 500 and 1000 coupons per day, Loubrais seems to
feel comfortable with the growth of SuperDeals customer base
throughout the past year, especially during this period in Morocco
when education levels are increasing among youth and more jobs are
being created. "I highly believe that economical and social growth
in Morocco today will be an important element in the growth and
success of Moroccan e-commerce and daily deals sites."