Deal of the day: analysing purchase frequency-based subscriber segmentation
Edward Boon
KTH Royal Institute of Technology, Sweden
Nir Ofek
Glocals.ch/BuyClub
Introduction
Although daily deal sites such as Groupon and Living Social are no longer as much in the media spotlight as they were a few years ago, ‘deal of the day’ has become a permanent sales promotion tool for many merchants, and an opportunity for consumers to purchase leisure services such as restaurant meals and spa treatments at a discount. A few years ago a study by Local Offer Network (2011) found 320 deal sites in the US alone, and...