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Quidco's new blog - what's the deal?

Posted 20-01-2012 in Blog

Quidco today sent out an email announcing the launch of their new blog, Quidblog, that they claim will “entertain and inform smart shoppers with a daily dose of lifestyle and consumer news”. Interestingly they quickly distance themselves from the type of daily deal emails that abound from the likes of Groupon, who experienced a recent backlash against over-emailing and misrepresented offers, by promising not to “bombard” readers with deals from their listed retailers.

Quidco have clearly picked up on the ever-important distinction between product and sales-focused emails and the informative, useful or entertaining content (this being the key word) that we now expect from anything calling itself a blog.

More like a magazine, with features on entertainment, travel and house and home, the blog itself is image heavy and easy-reading, with only a small section below the fold containing links to their core products.  Front page articles aren’t about deals or even consumer issues, but popular culture and ‘trending’ news items like newly released blockbusters, latest personal technology and major sporting events . 

These big stories will draw big traffic and create a blog with wide mass appeal, which whilst not always the best approach for niche businesses makes good sense for Quidco since in effect their target market is anyone with internet access - we’re all consumers after all.  They recognise that their target audience of “smart shoppers” do more than just shop.  I’ve seen blogs fail to recognise that their area of expertise isn’t the only topic in the universe worth discussing, but Quidco avoids that kind of narcissism with a more light-hearted (if a little superficial) editorial style.

The blog page also offers a way for Quidco members to express opinions and connect with each other and the company – offering not just content but a “valuable platform for interaction”.  Again they’ve embraced a crucial element of successful blogging today - the need for two-way communication channels and publisher accountability. Outlets for readers to comment and use social media directly from the site not only makes it more user friendly and engaging but also shows members that Quidco are happy for them to be its arbitraters.  They put it quite nicely themselves in the newsletter:  “reader feedback will be integral to maximising Quidblog's potential”.  I’d venture that recognising and facilitating this from the off already gives Quidco’s blog a fair chance of success, as long as they keep the no bombardment promise that is.