For his nearly 40 years in business, Charles Ifergan, salon owner of four locations in Chicago, Illinois, was always a firm believer in not discounting his services. "Well, as we know the world has changed and, a couple of years ago, I took another look at my business and said, 'I have to look at this with new eyes,'" Ifergan says.
Ifergan was inspired by IBM's most recent campaign "I am an IBMer"--that shows that businesses "are not in charge the way they used to be, the customer is in charge--she is your new boss," Ifergan says.
"The world has changed," he says. "It's not changing, it has changed."
Learn how Ifergan used Groupon to offer a discounted service that not only was incredibly successful with attracting new clients, but the experience allowed him to retain those clients, boost new business, and create buzz in an untraditional form of marketing.
For reprint and licensing requests for this article, Click here.