Brands may be overreacting to the mobile phenomena of daily deals and "showrooming" by offering steep discounts in their mobile campaigns to drive in-store traffic. But that can be a mistake, winning only one-time customers at a high cost and damaging the brand, advises Eric Mugnier, U.S. senior vice president at M&C Saatchi Mobile. Appssavvy co-founder and President Michael Burke said, "If retailers were more informed into what truly drives purchase and loyalty, they may learn that the straight discounting isn't their best option."
Loyalty tops discounts as sound mobile strategy
SmartBrief Job Listings for Media
|COO - Digital Product Manager – Data||
|Director of Communications||
Mobile Marketing Association
|New York, NY|
|Print Production Manager||
Wilen New York
|Farmingdale 11735, NY|
|VP Client Services||
Pandora Media Inc.
|Director of Digital Ad Operations||
Crain Communications, Inc.