Buy.com Confirms Rabuck for Relationship Marketing

Share this content:
Internet retailer buy.com Inc. has named The Rabuck Agency, Culver City, CA, to handle its relationship marketing campaign.


The assignment confirms Rabuck's position as buy.com's relationship marketing agency after testing the shop since January for the Aliso Viejo, CA, retailer's outbound e-mail campaigns and traditional retention programs online and offline.


"We will handle all of their retention programs as well as develop a loyalty program that will be used as a mainstay of their retention strategy," said Darcie White, vice president of business development at Rabuck.


Rabuck will work with Rubin Postaer and Associates, Santa Monica, CA, which was named to the buy.com television account in July for media and creative. Other clients of Rabuck include Homestore.com, ARCO and the University of California, Los Angeles. Billings last year were $20 million.


Rabuck will integrate its relationship marketing efforts with work from Rubin Postaer and Associates.


"The branding that Rubin Postaer develops will then integrate into all of the online and offline direct marketing, in essence becoming the brand response for one-to-one relationship marketing for buy.com," White said. "This includes inserts, catalogs and sales collaterals."


For buy.com, Rabuck's intention is to position the retailer as "the Internet superstore" or category leader, as conveyed in all company communications. Seventy percent of the relationship marketing efforts for buy.com will be conducted online and the rest offline, White said.


"Every piece of communication that comes from buy.com will include a personalized message that incents the next step in the transaction," she said. "Due to the lack of inexpensive mass media, brands really must be built and reinforced through a series of precision customer contacts over time."
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above