Deal of the day: An Assessment of a New Form of Sales

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Deal of the day:
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Deal of the day:
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December 2014
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CHAPTER 1: OVERVIEW OF THE RESEARCH
Chapter 1
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CHAPTER 1: OVERVIEW OF THE RESEARCH
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CHAPTER 2: INDIVIDUAL PAPERS
Chapter 2
Individual Papers
DEAL OF THE DAY
CHAPTER 2: INDIVIDUAL PAPERS
LIST OF PAPERS
Paper 1: Teeth whitening, Boot camp, and a brewery tour - A
Practical analysis of ‘Deal of the Day’
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Paper 2: ‘Deal of the day’: an analysis of subscriber purchase
behavior
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Paper 3: Deal of the day - Analyzing purchase frequency based
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Paper 4: A qualitative study of consumer-generated videos about
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DEAL OF THE DAY
CHAPTER 2: PAPER 1
Paper 1
Teeth whitening, Boot camp, and
a brewery tour - A Practical
analysis of ‘Deal of the Day’
EDWARD BOON
RIA WIID
PHILIP DESAUTELS
Published in
Journal of Public Affairs 12 (2)
137-144
DEAL OF THE DAY
Abstract
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TABLE 1. Top DOD retaillers
Retailler
Category
City
Shoebacca.com
Clothing & Accessories
Denver
Occurrence Deals
10
2,576
Canvas on Demand
Home Products & Services
Seattle
8
1,447
ScanDigital
Photographic & Photo Services
Providence
7
308
Nutty Guys
Food & Drink
Nashville
6
809
Art.com
Home Products & Services
Baltimore
5
742
World Wide Photography
Photographic Services
Harrisburg
5
70
Fancy Fortune Cookies
Food & Drink
Augusta
4
39
Mattress Firm
Home Products & Services
Austin
4
1,263
The Body Shop
"The New York Times"
Beauty, Spa & Massage
Books & Magazines
Chicago
Seattle
4
3
2,245
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TABLE 2. DOD content analysis per category
Category
Art & Entertainment
Auto Services
Beauty, Spa & Massage
Books & Magazines
Charity
Children
Clothing & Accessories
Education
Fitness & Nutrition
Food & Drink
Health, Medical & Dental
Holiday & Sightseeing
Home Products & Services
Pets
Photographic & Photo Services
Sports & Recreation
Total
Number Average Average Average Average
of deals
price
discount number revenue
per deal
sold
($)
23.37
53%
687 12,370
84
25.15
58%
734 15,675
26
52.87
57%
565 23,760
118
20.89
56%
632
7,293
9
12
52%
317
3,804
1
20.11
51%
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18
28.34
51%
402 10,085
44
36.33
60%
202
7,357
6
36.84
65%
365 12,353
51
14.84
51%
1,151 16,559
192
70%
293 31,437
38 218.39
99.5
54%
327 24,848
24
39
58%
394 15,361
76
17.5
50%
119
2,038
2
39.17
64%
229
7,789
29
51.16
53%
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129
847
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TABLE 3. DOD deal characteristics
Deals
Total number
Sold out
For new customers only
With a hurdle - minimum requirement:
Non-transferable
Number Percent
847
80
9%
101
821
12%
97%
60
7%
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247
29%
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302
134
113
31
24
36%
44%
37%
10%
8%
With stipulation regarding gift purchases:
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• Additional gift purchases restricted
619
173
446
73%
28%
72%
With restriction per person/family/household
• May buy between 6 and 10 per unit
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788
11
777
93%
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References
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Paper 2
‘Deal of the Day’: an analysis of
subscriber purchase behavior
EDWARD BOON
NIR OFEK
LEYLAND PITT
Submitted to
Tourism and Hospitality Research
May 2014 (2nd revision)
DEAL OF THE DAY
Abstract
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References
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Deal of the day – Analyzing
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International Journal for Market Research
March 2014
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Analysis with two variables: deals/year and
spending/deal
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DEAL OF THE DAY
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CHAPTER 2: PAPER 3
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Analysis with two variables: deals/year and categories
bought
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DEAL OF THE DAY
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CHAPTER 2: PAPER 3
7DEOH.PHDQVFOXVWHUDQDO\VLVUHVXOWVGHDOV\HDUDQG
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Cluster analysis with 3 variables – deals/year,
spending/deal and categories bought
$V WKH ILQDO VWHS LQ WKLV VWXG\ D FOXVWHU DQDO\VLV ZDV SHUIRUPHG ZLWK YDULDEOHV GHDOV\HDU VSHQGLQJGHDO DQG FDWHJRULHV ERXJKW
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Discussion
Determining the best basis for segmenting subscribers
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DEAL OF THE DAY
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Segment profiles
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CHAPTER 2: PAPER 3
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DEAL OF THE DAY
SXUFKDVHUDWHLVPXFKORZHU GHDOVSHU\HDU7KHUHIRUH LW PD\PDNH
VHQVH WR WDUJHW WKHVH WZR FOXVWHUV ZLWK VLPLODU PDUNHWLQJ VWUDWHJLHV
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Implications for strategy development
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PDUNHWVWDUWVPDWXULQJLQWHUPHGLDULHVZLOOIDFHVWURQJHUFRPSHWLWLRQDQG
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CHAPTER 2: PAPER 3
VHHPV WR PDNH VHQVH IRU LQWHUPHGLDULHV WR WDNH JRRG FDUH RI WKHP IRU
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Conclusion
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6ZLVVGHDORIWKHGD\ LQWHUPHGLDU\ZLWKWKHJRDOWRLGHQWLI\VHJPHQWVLQ
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DEAL OF THE DAY
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Psychology & Marketing 30 (10)
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