DirectBuy, the buying club that provides members with exclusive access to over a million products from hundreds of brands without hidden retail markup, continues its multi-year makeover with the launch of the all-new “My DirectBuy” member website.
The company’s investment has brought forth a new level of shopping power to DirectBuy members, allowing them to discover more products through personalized content recommendations and improved search, as well as the ability to “shop anywhere” due to its mobile-friendly design. These enhancements came directly from ongoing research into consumer insights and by gathering feedback from actual members. By putting members at the forefront of the decision-making process, DirectBuy is able to continually identify opportunities for improving member experience and deliver enhancements that truly connect with customers.
“We’ve dedicated almost two years to improving our members’ online shopping experience, and this site’s launch is a key part of us providing our members with the tools they need,” said Ted Fay, Senior Director of Digital Marketing for DirectBuy. “My DirectBuy represents the company’s most significant investment in what’s been a mindful and ongoing transition of our business model and service offerings to best serve members across all channels—no matter their location.”
More than 40 percent of DirectBuy members consistently access the company’s e-commerce site via mobile devices to browse, search, and shop for merchandise. The new My DirectBuy website offers a clean, contemporary design developed with mobile and tablet users in mind. “Our members increasingly want to shop DirectBuy from anywhere, including on the go or from their couch,” said Fay.
DirectBuy collaborated with two leading web-retailing companies throughout the project in reimagining and redesigning a new online experience for members. Award-winning digital agency, Gorilla Group helped organize the site’s information architecture to accelerate product discovery and simplify every aspect of the customer shopping experience. Technology from Sailthru, a leader in driving customer lifetime value through personalization, ensures DirectBuy could properly leverage data to power relevant, one-to-one communications with members.
“Marketers worldwide are heralding this as the age of the customer, but the organizations prioritizing digital transformation in response to customer insights are truly far ahead of the masses,” said Neil Capel, Founder and Chairman, Sailthru. “We’re honored to be a part of DirectBuy’s process to modernize its approach to customer data management, insights development and personalized cross-channel engagement.”
“Finding original ways to present DirectBuy’s extensive product catalog and make the shopping process as easy as possible within a touch-first paradigm made for a challenging and rewarding project,” said Adam Huse, Senior Interaction Designer at Gorilla Group. “Across every customer interaction, we looked for ways to make the e-commerce experience intuitive, present customers with the right content at the right time, and deepen trust with the DirectBuy brand. The new site will certainly play an important role in the brand’s long-term success.”
Complementing the website launch is a new, companion My DirectBuy app that will debut in September. The app’s “I Want That!” feature will allow members to upload product photos—whether taken from the internet, a hotel lobby or retail store—to receive details on DirectBuy’s exact or similar product offerings. This experience-enhancing app will also give members instant and convenient mobile access to shop, track orders, click to contact, and more.