Daily Deal Summit East Panel Review
DDS Panel Topic: ”Making The Deal Model Work”
Moderator: Jess Swain, Director, Brand and Strategy, ShopLately.com
Panelists:
Marc Caltabiano, VP, Products & Marketing, Cartera Commerce
Dave Gilbertson, VP & GM, SaveLocal from Constant Contact
Dave Wachtendonk, Product Manager, SaveLocal from Constant Contact
Mo Yehia, Co-founder, Sqoot
What is not working in the industry?
One major problem, is that control, and “we do not have it.” Industry players must scale their portion of the deal model right for each type of merchant. A one-size-fits-all model does not apply anymore, if it ever did at all.
Additionally, better tracking of what works and doesn’t will help to combat this issue. Currently, the only measurability is “Did you buy a voucher?” Thus, customer purchases of the voucher alone are monitored, as they must be. However there is still basically no measurability for merchants. Word of mouth has traditionally been a business’s best source of revenue. When we ask how they track it, people just “give you a blank stare”… is that their tracking? Do they know that Daily Deal Discounts end up trending around an average of 40%? ...
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