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."

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