The existing model for daily deals is broken. The biggest issue: It’s simply not making merchants money. In just a few quick years, daily deals have shifted the concept of local marketing from traditional advertising to blanket discounts aimed at driving first-time customers en masse. While the new marketing practice has transformed today’s shopping experience and increased awareness of local stores, restaurants, spas and other services, it has also left some merchants questioning whether the results have always made a positive impact to their bottom lines.
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Daily Deals Will Die if They Keep Bleeding Merchants Dry
Posted by: Jasper Malcolmson November 19, 2011 05:00 AMThe existing model for daily deals is broken. The biggest issue: It’s simply not making merchants money. In just a few quick years, daily deals have shifted the concept of local marketing from traditional advertising to blanket discounts aimed at driving first-time customers en masse. While the new marketing practice has transformed today’s shopping experience and increased awareness of local stores, restaurants, spas and other services, it has also left some merchants questioning whether the results have always made a positive impact to their bottom lines.