Dive Brief:

• Groupon flash sale site has lost an i, rebranding from “Ideeli” to “Ideel.”

• The new Ideel also unveiled a new points-based loyalty program, where customers can earn rewards they can apply to future purchases.

• The rebrand won’t be visible via the flash-sale site’s mobile app.

Dive Insight:

Ideel president Lisa Kennedy compared the site’s rebranding to Coco Chanel’s advice that, for the sake of simplicity, women should take off one accessory before going out. But, though the change apparently tested well, it’s puzzling that the mobile site will retain the old brand. And it’s unclear whether this will help struggling parent company Groupon.