Groupon Dynamics

Coupons at social commerce sites like Groupon bring people into brick-and-mortar stores. But are bargain shoppers really good for business?The people at Davis Jewelers weren’t sure what to expect from their first Groupon promotion.Sure, the Louisville, Ky., store had dangled a dynamite deal: a $100 gift certificate for the low, low price of $49. But Groupon generally features restaurants and spas—not fine jewelry. “I said to myself, It would be okay if we just sold 200 of them,” says Shannon Haste, Davis’ director of marketing. The retailer, however, beat that number and then some—the final total reached 330. “It was really neat to watch the numbers climb,” Haste says. Even neater, the store experienced something resembling a Christmas rush in the middle of August: The day the offer hit inboxes, phones rang off the hook, and the website received 10 times more hits than us

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