How the Hunt for Cheap Prices Is Hurting Retail Loyalty

In the pursuit of the lowest prices, a new social media app from startup Hukkster allows users to track the best prices for their favorite products. You're alerted to, for example, any coupon codes or promotions. "Anytime the price drops, we let you know about it," said Erica Bell, a Hukkster co-founder. She made the comments on CNBC's "Squawk Box" with co-founder Katie Finnegan.

The duo met while working at retailer J. Crew. (Read more: J. Crew & the Man Who Dressed America)

Some retailers already see the value of spreading deals through smartphones and technology. Select retailers are courting Hukkster.

"Right now we actually search the [retailers'] sites. But we're really excited to partner with retailers in the new year," Finnegan said. "They've started proactively reaching out to us because they find it as a way to actually get their interested parties' attention. Right now no one is opening their [deal] emails."

But not all retailers are devoted to e-commerce exclusively. Some e-commerce sites such as Warby Parker and Etsy are branching into brick-and-mortar locations. (Read more: Eyewear Maker Warby Parker on Growth, Innovation)

"I'm not a big believer in that" trend, said Rubin of Kynetic. His Fanatics website, for example, sells licensed sports merchandise. Rougly 43 percent of adults have tried a product in a store and then chosen to buy it online, according to a Harris Interactive poll fielded between Nov. 27 and Nov. 29.

?CNBC.com's Heesun Wee with reporting by Matthew Belvedere

Source: http://www.cnbc.com/id/100331153

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