Edmunds’ Drive for a Daily Deal
The single-best deal, assertion, investment or other strategy this week.
Who: Edmunds
Why: For its bid to play in daily deals for cars.
“It helps automakers and dealers who have excess inventory or oversupply of specific models, or have a need to get rid of the past model-year vehicles through additional discounts. So it is intended to be very targeted to areas that need that focused conversation around certain vehicles.” — Michelle Denogean, VP of business operations at Edmunds.com
Why let Groupon take a (staggering) cut if you can do it yourself? With the help of white-label deals company Group Commerce, based in New York, Edmunds has begun offering “Edmunds Exclusives” in the Miami-Fort Lauderdale market.
With the rise of more white-label deals firms and additional tools to help individual marketers manage the offering and sales of their coupon strategies, more companies will join Edmunds. It’s still largely unproven territory compared to the Groupon/LivingSocial juggernaut, but Edmunds is a worthy example to keep an eye on as they roll out more markets in the coming months.
Do you think Edmunds is right to take a proprietary approach to a daily deals strategy? Post your view in the comments.