BI Revolution

Sometimes the magical tool @SmallRivers created (Paper.li) creates an interesting juxtaposition. Today's Online Sales Go Crazy headline created an interesting contrast with Living Social, the Groupon competitor, laying off 400. 

Online sales growth may speak as much to how poorly retailers understand their customers now. Read my Open Letter To American Retailers from Shoppers for more on this problem.  

The Groupon & Living Social Problem 

Trained as a brand marketer I would NEVER do what Groupon or Living Social suggests. To institute a 50% price cut in te hope of building your brand's awareness is madness because:

• Unique Value Proposition (UVP) is destroyed.  
• Attack one and done bottom feeders.
• Smack loyal customers and brand advocates.
• Create an unrecoverable wobble.

This last bullet is the most damaging. Once you put information such as our real price should be 50% off in the market you create a violent wobble. This wobble can vibrate to the point where there is no brand left. My best advice as a 30 year marketer trained by P&G and M&M/Mars? Don't do that :).