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
|Online Advertising Specialist||
|Director, Digital Research (Burbank or New York)||
Warner Bros. Entertainment Inc.
|Data Entry and Integrity Coordinator||
Interactive Advertising Bureau
|New York, NY|
|Director of Business Development - Denver/New York||
|Director of Marketing - Denver||