DirectBuy’s Member Experience Dramatically Improved with Leading Edge E-Commerce Platform

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

“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.

DirectBuy is also offering non-members the opportunity to experience the
brand new member site by offering free 30-day memberships. Get your free
30-day membership by visiting
Existing DirectBuy members can experience the new site by logging in at

About DirectBuy

DirectBuy provides its members with outstanding savings, service and
selection. DirectBuy members pay confidential dealer prices with no
hidden retail markup. Combined with an amazing selection of products,
the company’s commitment to service excellence ensures members have
access to unparalleled quality and choice while being guided by experts
in purchasing and design.

DirectBuy members select from over 1 million products from 700 popular
brands in the U.S. and 500 in Canada while being provided
lifestyle-enhancing benefits including travel packages, home improvement
products and services, and much more. For more information on DirectBuy,


Dittoe Public Relations for DirectBuy
Ashley Eggert, 317-202-2280
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