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

Advertisement

Recent Posts from this Blog

FPO

Anna Kuzmina / E-Commerce

An introduction to online payments in Russia

Russian shoppers use a variety of domestic e-wallets quite often when shopping online, a result ...

FPO

Rebecca Kanthor / E-Commerce

An American view of China's online shopping boom

The astronomical growth of Alibaba's Taobao online shopping mall is hard to fathom from a ...

FPO

Kamran Zaki / E-Commerce

Think globally, but accept local forms of payment

Uber’s convenience in North America stems in part from keeping customers’ credit card numbers on ...

FPO

Oren Levy / E-Commerce

Cross-border e-commerce in China: An opportunity—with caveats

Several changes by the Chinese government make it easier for foreign firms to invest in ...

Advertisement

Advertisement