DirectBuy has an app for that

Membership buying club DirectBuy is taking its direct sales model to a new level of directness. The retailer has launched the My DirectBuy mobile app.



The iOS and Android app allows DirectBuy to search for products, browse promotions, and place and track orders on the companion My DirectBuy website.



In addition, the app provides an “I Want That!” feature, which allows members to upload product photos taken from anywhere to receive details on DirectBuy’s exact or similar product offerings from its Concierge Shopping team. Product recommendations are usually delivered within the hour, often even sooner.



“It was important we focus on mobile to further enhance shopping experiences since nearly half of our members use mobile devices to shop our merchandise,” said Ted Fay, senior director of digital marketing for DirectBuy. “Our mobile shopping app gives members instant access to DirectBuy’s savings, service and selection and allows us to always be where the member may need us.”



The most interesting feature of what mostly seems to be a routine retail app is the “I Want That!” feature, which is reminiscent of a similar photo-uploading capability available on the failed Amazon Fire smartphone.



The Amazon Fire phone mostly failed because consumers did not want to have to buy and adapt to a whole new smartphone platform. A free app may prove a more appealing way to deliver this functionality to consumers.



DirectBuy is also offering non-members free 30-day memberships. This, too, is reminiscent of a recent Amazon move – free 30-day trials of the paid Amazon Prime loyalty service.