Some companies use deal-a-day bandwagon to bring in newcomers, hoping that these customers would be so happy that they would ultimately become loyal purchasers. Marketers looked forward to selling deal-seekers additional goods or services and encouraging them to upgrade to more expensive offerings. Often the first deal was a money-loser for the marketer, an opportunity to establish a relationship with hordes of new customers that might, in time, lead to profits and word-of-mouth referrals.

These days, some industry experts worry that "deal fatigue" is setting in as consumers sign up for multiple deal sites and receive offer after offer in their e-mailboxes or via mobile apps. Marketers are also concerned that deal-a-day regulars will become so accustomed to deep discounts that they won't buy unless they believe the price is as low as it can possibly go. Meanwhile, marketers have no guarantee that they'll wind up with as many repeat buyers as they expected, and many disappointed firms are avoiding deal sites. How will deal-a-day sites fare in the future?

CASE QUESTIONS

2.

In what way might deal sites affect the zone of acceptance for a product or category? What are the implications for marketers?