A comprehensive audit, review and rebranding has been unveiled by the Global Daily Deal Association.
The body will now be know as the eDeal Association in response to increasing diversification of the ‘deals’ industry.
The new association reflects detailed feedback from a members’ day in London last month, which saw international industry leaders worth over £1 billion gather to discuss the most important issues facing the sector.
Participants identified a growing and diversifying industry that focused on more than just ‘daily deals’.
Businesses that were once daily deal providers have shifted their services to include other aspects of the e-Deal industry, which participants said needed to be reflected in the industry’s global trade association.
Founding member and chief executive of DiscountVouchers.co.uk Gerard Doyle said: “The industry now includes all manner of daily deal, flash sales, coupons, and social commerce platforms.
“By rebranding and adapting our mission, the eDA is in a better position to support its members.
“We have to overcome the stigma surrounding daily deal providers through positive changes to regulation and education brought about by the association.”
Association director Stavros Prodromou said: “The daily deal industry has changed dramatically since the founding of the GDDA in April 2012.
“As the established voice of the deals sector, it is vital that we broaden our remit to cover the whole e-Deal industry to better serve the changing needs of our members.”
The eDA is open to companies within the deals sector as well as suppliers of the industry, including white label, email marketing and mobile payment companies.
Peter Casey, Europe managing director of marketing and e-commerce platform NimbleCommerce, said: “The eDA opens up opportunities for industry leaders to share our expertise with others in the sector.
“The new look is a positive change in order to more accurately represent the evolving industry, ensuring deal providers and publishers receive quality education and best practices.”
The eDA aims to provide members with education, innovation and regulation to ensure the deals industry ‘grows with integrity’.