LivingSocial, a leader in group buying in the US is set to launch in the UK, kicking off in London today.

Subscribers are offered a daily deal which is available for just one day at a promotional price which is typically 50-90% off the market price but they only have 24 hours to purchase. This gives businesses a risk free platform on which to reach tens of thousands of potential new local customers.

LivingSocial daily deals are currently live in 28 US cities and LivingSocial is now expanding into the UK and Europe. Following the London launch, LivingSocial intends to go live in the UK’s major metros including Birmingham, Manchester and Liverpool.

Londoners will also see more of LivingSocial through a campaign that utilises broadcast, print and online channels and on the ground city experts to attract new subscribers and promote partners.

LivingSocial also an iPhone app enabling registered subscribers to access ‘daily deals’ on the move and redeem vouchers without the need to print them out.

Peter Briffett, managing director for LivingSocial in the UK and Ireland says: “Group buying is revolutionising local marketing and providing a genuine alternative to Google AdWords, local listings, and directories. There are absolutely no up-front costs to merchants. It has the potential to seriously challenge other forms of marketing, especially when it comes to promoting local businesses to local residents.

“The proposition is simple and merchants love it, as we have the capability to introduce thousands of people to fun social experiences in their city they wouldn’t have otherwise heard about or had a reason to patronise.”