Open Letter to Daily Dealers
Among all the conversation about Groupon’s recent IPO, including continued speculation about the viability of the model with an abnormally high investor interest in shorting the stock, there remains little discussion about the appropriateness of daily deals for those that it must serve in order to be viable, the customers.
Let’s face it, not every company should do a social deal like Groupon or LivingSocial. It may be the direct marketing flavor of the month, but the truth is that very often these deals prove to be a mistake for many businesses and a real issue for their customers. So while businesses need to think long and hard before they decide to run a social deal (Nate has an upcoming decision tree on this topic, stay tuned), customers also need to speak up about their experience.
We’ve prepared the following open letter to reflect the customer sentiment we’ve experienced around social deals, so that others can use it to express their own experiences with the companies they do business. Feel free to take these words and make them your own…
Dear [business, owner, marketing director name],
As a regular customer, your recent [Groupon/LivingSocial, etc name] daily deal was a raw deal for me, here’s why:
I really like your [product/service] and I’m happy to see you grow and succeed, but my experience was ruined by this [Groupon/LivingSocial/etc]. When you sell your [product/service] at 50-70% off it makes me wonder if it’s really worth what I pay everyday. I mean, can you really afford to sell your product/service for 50-70% off? If so, shouldn’t I get that deal for my loyalty instead of these noobs who probably came just for the deal and won’t ever come back? I’m committed to your success and happy to pay a fair price, these daily deal freaks on the other hand, are not.
Plus, it really hurts me to know that the people paying less than me are also making my experience worse. It seems that it’s more difficult with all these new customers, perhaps even overwhelming your ability to provide the quality I’m used to . That makes it hard for me to want to come back and continue to be your customer.
But here’s the thing, I think you’re better than this. If you need more customers I’m happy to help for a small incentive that won’t crush your bottom line. Consider how my loyalty can be your best marketing investment and I’m sure we can find a win-win. There’s a reason I and many others like what you sell, so let’s not lose sight of that.
Thanks for your consideration.
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