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DirectBuy relaunches member site


Merrillville, Ind. – Buying club retailer DirectBuy is launching a new “My DirectBuy” member website. The relaunched e-commerce site includes personalized content recommendations and improved search, as well as a mobile-friendly design.

These enhancements came directly from ongoing research into consumer insights and by gathering feedback from members.

“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.”

DirectBuy collaborated with two Web retailing companies throughout the project. Gorilla Group helped organize the site’s information architecture to accelerate product discovery and simplify the customer shopping experience. Technology from Sailthru, allowed DirectBuy to leverage data to power relevant, one-to-one communications with members.

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 app will also give members instant and convenient mobile access to shop, track orders, click to contact, and more.

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