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Online Yellow Pages will feature Groupon’s deals on its website and app

June 3, 2016 06:20 AM
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YP LLC, the online version of the Yellow Pages phone book, and Groupon Inc. have reached  an agreement in which YP will feature Groupon’s deals on its website and mobile app. The companies declined to share details about the relationship, including whether it is an affiliate agreement.

The Groupon-provided discounts will begin appearing in the coming weeks, a YP spokeswoman says.

The move, announced Thursday, is the latest step by YP to bolster the content on its site to give consumers more reasons to search on its platform, rather than Google. For example, in May it began including Better Business Bureau ratings in its search results, as well as allowing shoppers to search for merchants based on those scores.

“Our goal is to make it easier for consumers to compare, choose, visit, and transact with local businesses–without ever having to leave the YP search experience,” Stephan West, YP’s communications director, writes in a blog post. “With Groupon soon to be added to that experience, YP searches become even more rewarding.”

Groupon’s deals are a “natural fit” for YP, says Stu MacFarlane, YP’s executive vice president, consumer platforms.

“Groupon deals have the potential to encourage YP users to try out a business they might not have otherwise, allowing them to discover new favorites,” he says.

The agreement also stands to help Groupon garner incremental revenue at a time when its overall business is struggling. Revenue for Groupon, No. 26 in the Internet Retailer 2016 Top 500 Guide, fell 2.5% in the first quarter. Moreover, Groupon’s sales of physical goods, which has long been a bright spot for the company, were flat during the quarter in part because of its increased focus on selling physical goods with large margins.

 

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