Bownty reveals 2014 predictions for e-deal industry

By Steffen W. Frølund curates the best online deals, offers and experiences, all tailored to your own personal preferences. It tracks hundreds of sites from daily deal providers to travel and ticketing specialists to find the best experiences and offers available. 

1.       Deep discounting is dead

The days of deep-discount deals are numbered – the smart players are moving towards exclusive offers or value-added incentives, rather than the deep discounting that has been typical of many ‘daily deal’ sites. Anything better than full price will provide an incentive for consumers, increasing the ROI for merchants and operators.

2.       Mobile will dominate

Today around 40 per cent of e-deals are bought through mobile or tablet. This will climb even further in the next 12 months thanks to location awareness, geo-targeting and contextual notifications. Saying that, emails will continue to be the main driver for generating awareness and inspiring consumers to find out more.

3.       ‘Daily’ & ‘deal’ will no longer be dirty words

As the industry matures, there will be fewer mistakes by merchants and therefore fewer problems arising for consumers. The industry has cleaned up its act and with more high-street brands engaging with e-deal and voucher companies, and there is no longer a stigma attached.

4.       Aggregators will continue to grow

E-deal aggregators such as, who gather deals and offers in one place, have addressed the problem of daily deal fatigue and overloaded inboxes. The good ones will continue to grow at an even faster rate than the market; there are thousands of deals available across hundreds of websites every day, and someone needs to make sense of them!

5.       Deal sites will be looking to long-term profitability

This year we’ve seen the e-deal industry stabilise, with Groupon on the stock exchange and other big players broadening their offering, they now need to prove themselves viable. The decreasing number of smaller players will also have to show their strength to sustain a footing in the market.

About the author

Entrepreneur Steffen W. Frølund began pulling together the team for Bownty in August 2010 and the company launched in Denmark later that year. Frølund now leads the team at Bownty, overseeing operations across all four of the company’s markets, including the UK. He was recently appointed to theeDeal Association’s first board of directors.

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