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.”