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What's The Deal? Site Curates Best Offers Coast to Coast


Daily deal websites are the rabbits of e-commerce ; they’re reproducing so rapidly — 400 active sites and counting by some estimates—that it’s impossible for anybody to keep track of them all. One entrepreneur thinks there is a better way: create a supersite that lets shoppers explore all the best deals from coast to coast.

Dealery.com first saw light of day in August 2010 as a feature on Spotery, entrepreneur Limor Elkayam's social news site that aggregated headlines from publications across the Web. Dealery aggregated deals from partners such as Groupon and Buy With Me and listed them by city and by deal category. The feature proved so popular that Elkayam shuttered Spotery to focus all her efforts on Dealery.

"We saw how big the deals space was," she told BusinessNewsDaily. "We ended up shutting down Spotery."

Dealery has been in a rabbit-like growth mode ever since. At launch, it curated deals from nine cities. Within a week, Elkayam said, it had jumped to 14. Today it draws on more than 100 partner deal sites and covers more than 150 cities across the U.S. and in Canada.

"We're adding 10 deal sites a week," she said.

Dealery is also expanding its deal categories and by the end of the month will have added holiday, moms, pets and wedding categories.

Instead of flooding users' email boxes with deal notifications, Dealery lets users select a favorite city or search deals by city and by deal category such as food and drink, wine and fitness. It presents both local and national deals. Deal partners include Groupon, Living Social, Tippr and KGB. The site's naming convention of www.dealery.com/cityname for each destination city (www.dealery.com/boston, for example) makes return visits easy.

"We're more of a destination site," Elkayam said. "Instead of getting a million emails, you can go right to the site. But you can sign up for emails."

Restaurant deals are the site's biggest seller, followed by vacations and fitness. Dealery is also benefitting from the recession-fueled popularity of cheap chic, Elkayam said.

"I think for a while people were just spending haphazardly," she said. "It's kind of cool now to find a great deal."

The five-person operation, which is headquartered in New York City, is ramping up marketing and hiring, Elkayam said, which is slowing the move to profitability. The site receives revenue when users purchase a deal.

"We're almost profitable," she said. "There is money to be made."

Elkayam is not new to the digital commerce space. Before founding Dealery she spent seven years in the television, digital media and e-commerce industries and had managed Food Network's e-commerce platform.

She acknowledges that the market today is glutted with deal sites, many of which bring nothing new to the party. But she believes that Dealery's positioning  as a destination site that aggregates deals will enable it to survive any shakeout in the marketplace and to thrive.

"At the end of the day it's the deal, not the brand," she said. "Too many deal sites are offering the same deals. The smaller deal sites will have to figure out ways to stand out and offer deals people can't get anywhere else."

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith.

Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.