/// LivingSocial Finds That Full-Price Offers Work Better on Mobile Than Discounts
LivingSocial is killing off its last-minute offers for restaurants and spas in favor of a new full-price service it calls Takeout & Delivery. “This is the bigger opportunity we see under real-time commerce, based on the adoption we’ve seen with our members and the feedback from the restaurants,” said Greg Mazanec, LivingSocial’s general manager for Takeout & Delivery. The move is a big step away from the company’s roots of offering large discounts to draw patrons into a store or restaurant. But the step also raises the broader question of whether mobile commerce — as we’ve envisioned it for years — will ever take off. For the past decade, mobile executives and others have promised that, someday, consumers will be alerted of nearby deals or specials on their phone as they walk by a coffee shop or a restaurant.
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