LivingSocial expands beyond daily deal email

WASHINGTON – LivingSocial plans to announce changes this week to expand its deals beyond the daily email format.

LivingSocial will morph into a Web site and mobile app that will allow users to browse through thousands of offers from local merchants.

The company rose to fame offering deals on items and packages that customers likely hadn’t been considering, resulting in a large amount of impulse buys.

Competitors including Groupon have forced LivingSocial to consider new ways of increasing revenue.

The Washington Post reports LivingSocial hopes the volume of deals will appeal to people who already have demand for a product or service, and want to comparison shop.

In its current format, analysts say LivingSocial merchants are limited to one-time promotions, while the new model will lend itself to advertising on an ongoing basis.

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