Avoiding the 'Scorched Earth' Approach to Daily Deals
Marketers talk women and loyalty
Not all deal sites are created equal, said Beth Ellard, general manager of lifestyle website and newsletter DailyCandy.
Speaking on an Advertising Week panel on women and marketing, Ellard talked about DailyCandy's version of the now-ubiquitous daily deal. Other sites take "a little bit of a scorched earth approach," in the sense that they'll offer any kind of deal without caring as much about quality. So even if a site like Groupon sends customers to a mediocre spa, "you're not going to hate Groupon, you're not going to say 'I'm never going to use Groupon again.'"
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in