BMG Direct has named consultancy iXL to improve its direct-mail-driven business model for the Internet.
The Atlanta firm will work on user-need analysis, competitive-landscape assessment, consumer behavior research and online branding and positioning. It also will redesign bmgmusicservice.com.
BMG Direct is the North American music membership service in BeMusic, the direct-to-consumer marketing division of Germany's Bertelsmann AG. It operates music clubs that serve general audiences, as well as Christian, jazz, classical and Latin music enthusiasts. The clubs combined have more than 10 million U.S. members.
IXL's task is to help BMG capture broader and deeper customer information using a nimbler sales and fulfillment channel. The new BMG site will debut in the fall.
Clients of iXL have included Coca-Cola Co., General Electric, DuPont, Delta Air Lines, British Airways, Budget Rent A Car, Citicorp and BellSouth.