Photo: Univision Launches "Ufertas.com" - a Spanish-language Groupon-like Daily Deal Site
Univision has launched “Ufertas.com” a Spanish-language Groupon-type daily deal platform that takes its name from a combination of Univision and the Spanish word for offers, “ofertas.”
Ufertas launched Monday, and has since discounts for brands like MLS club the Houston Dynamo, and for the retailer Party Boy. It appears to be the first Spanish-language Groupon-like initiative for Spanish-speaking U.S. customers.
But Latino market columnist for ClickZ.com, Gustavo Razzetti, said, “I think basically Univision has a strong credibility among low acculturated Latinos and has the power and muscle to reach the Hispanic audience,” he said. “I think it doesn’t add much value to Univision’s overall business portfolio. Univision is about developing and distributing content. I don’t see the connection with this. Also, it puts them in a tough situation. They are selling consulting to help brands expand in the Hispanic consumer segment, and then they are going to start offering deals. It’s tough to convince advertisers that you can help build value, and at the same time you are offering a channel to offer products at a discounted price.”
Though a report released this past winter by BIA/Kelsey would lead one to believe there may be a “huge growth opportunity for deals platforms, perhaps including those focused on Latinos.”
Virginia-based company, The Chantilly found that consumers will spend $4 billion on Groupon, LivingSocial, KGB Deals, and other similar deal sites each year by 2015. If that research is correct, then from 2010, when BIA/Kelsey reports that daily deal sites garnered $873 million, there will be a compound annual growth rate of 35 percent over the next four years.