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Thursday, April 28, 2011

Daily group coupons go mainstream

A recent Research Brief newsletter from Mediapost suggests that daily deal coupons are finding a special place in the email in-boxes of willing participants.  Click here to see the story.

Implications:   It’s not just about the savings; daily deal coupon companies (Groupon, Living Social, etc.) are helping drive product trial.  Recently, I was told by a young woman that she had purchased a skydiving package at a reduced rate; she explained that, “I really wasn’t shopping for a parachute experience when I opened my email this morning!  I just couldn’t resist!”

Daily deals represent that small indulgence that people had denied themselves throughout the recession.  Of course, there are hundreds of different ways to deliver this message of savings to consumers… but you might consider whether—beyond the lost-leader offering—is there a way you can convert that product/service trial into long-term customers who are willing to pay at a more profitable rate?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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