Guess taps new retail behavioral marketing firm MyBuys

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Online retailers Guess, Ritz Camera and Hancock Fabrics tapped new behavioral marketing firm MyBuys to improve relevant targeting in e-mail.

MyBuys, Redwood City, CA, asks consumers what kind of information they want to receive when visiting a retailer's Web site in order to send custom and permission based e-mail and RSS messages.

"Instead of offering a one-size-fits nobody e-mail newsletter, we gather preferences from consumers on a client's Web site and then search the retailer's Web site for stock and send relevant promotions," said Paul Rosenblum, vice president of marketing at MyBuys.

MyBuys asks consumers what kinds of products they are specifically interested in, such as black pants or red sweaters, in order to create promotions based on these preferences. The MyBuys platform takes this information and scans the retailer's database for stock and size and promotional emails are sent to notify customers when a particular type of product goes on sale or when a new product is listed on the site.

Retailers pay based on performance, so MyBuys profits based on click-through sales or revenue share.

"We earn revenue when our clients do and the results are high," Mr. Rosenblum said. "We don't send a message unless there is something to send, as a result people are interested and we have a high conversion rate."

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