When Montreal-based deal distributor DealMango launched, it trumpeted a new tactic that was nothing short of revolutionary. Consumers could tell DealMango what they wanted to buy on the cheap. In fact, the company’s slogan is “Tell us; we’ll get it.”
Not surprisingly, the reality is a little less sexy.
According to Robert Gervais, the company’s president, DealMango’s business plan is dependent on the economies of a group-buying model. Like Groupon and LivingSocial, DealMango entices merchants to participate with the promise that increased sales volume will compensate for reduced margins. The company does indeed invite consumers to express their desires. But even though the company’s press materials and most of the press attention it received last week seem to indicate that, once a consumer says what it is that he or she would like to pay less for, poof!, a deeply discounted coupon for the item will appear, that is not the case.
The fact is that once a consumer expresses a desire for a flat screen TV, gym membership, or tropical vacation, nothing happens. At least not right away. And, maybe never.
The items consumers request are sorted by category, and other consumers visiting the site can browse those categories. If, for example, a consumer requests a good deal on a treadmill, other consumers will be able to view that request, and, if they too are in the market for a treadmill, they will be able to sign on. But until enough consumers decide that they would all like cheap treadmills, nothing happens. And only when the number of consumers wanting an off-price treadmill actually hits critical mass, does DealMango even go looking for a retailer interested in selling them cheap. At that point DealMango will send all of its subscribers an email, offering them a 30-percent-off coupon for a treadmill. Just like Groupon and LivingSocial. So much for the revolution.
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.
Publishers test personalizing newsletters with varying degrees of success
Publishers are testing personalizing newsletter content based on readers’ interests - but it doesn't always work.
Indie agency Known beats out incumbents to land AMC Networks’ media business
In essence, Known is helping AMC Networks become more of a direct-to-consumer client as the programmer expands into more streaming options on top of its linear foothold.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
How agencies adapt as bots evolve
Social media bots may represent just a sliver of an app's total users, but it turns out they may be generating more content than we were previously aware. The challenge is separating the good ones from the bad.
Publishers feel the crunch of cookieless browsers like Apple’s Safari
Bid enrichment provides publishers the means of sprucing up their cookieless impressions to improve their value in advertisers’ eyes.