July 20, 2010, 6:01 PM

Daily deal overload

Deals should be tailored to their audience.

Just about every day I receive an announcement of a new daily deal site—either in the form of a coupon (like Groupon, BuyWithMe, LivingSocial) or direct sales (like Rue La La, Gilt Groupe, WineShopper.com).

For a while, I signed up for most of them—or at least the ones of interest to me. But soon my inbox became overloaded. There were deals for facials at a women’s hair salon (Groupon), women’s lingerie (Rue La La) and hotel rooms in Chicago (JetSetter).

It quickly became too much of too little that I’m interested in—no matter how great the deal is. That’s because they’re not at all personalized to me.  I go to a barber (okay, maybe there’s no barber pole outside but it’s not a spot where customers receive facials), I’m not in the market for lingerie and I already own a condo in Chicago so I don’t need a hotel room.

I don’t want to miss out on a can’t-miss deal, but I also don’t want to be bombarded with offers that aren’t relevant to me. If daily deal sites are here to stay, they need to take a page from Amazon.com and other sites that personalize their offers based on the specific user.

If they don’t better understand who I am and what I might be interested in buying, then I—along with many other people—will probably just unsubscribe from their e-mail list. In fact, for a few sites, I already have.

comments powered by Disqus


Recent Posts from this Blog


Jason Miller / E-Commerce

A 5-point holiday readiness checklist

Here are five areas every online retailer should address now to be prepared for the ...


Don Davis / E-Commerce

Is China still an online opportunity for Western brands?

On the ground, China’s economy looks quite strong. And Chinese consumers crave Western goods.


Barry Shteiman / E-Commerce

Three things all retailers need to know in the data breach age

Hackers often use stolen credentials to break into networks. There are tools that can spot ...


Peter Sobotta / E-Commerce

Measure returns accurately so you can manage them effectively

Consumers often give reasons for returns they think will ensure they get a refund. E-retailers ...