MyBuys Makes Marketing Personal

Paul Rosenblum, vice president of marketing for MyBuys, claims his company’s e-marketing service can boost conversion-to-sale rates on your products from 200% to 300%.

And if he’s wrong, it doesn’t matter, because MyBuys is paid on a performance basis.

The company earlier this month introduced the newest version of its service, MyBuys 3.0, which allows retailers to make real-time custom offers from their Web sites. Previously, the service was only available through e-mail and RSS feeds.

Rosenblum said the company starts by asking Web site visitors what they want, and then attaches that information to what they do.

“We are a consumer profile driven one-to-one e-marketing service,” said Rosenblum. “And we build that profile using three key pieces of insight: what they’ve bought in the past, what they say they want and what they’re currently doing.”

MyBuys’ technology then combines consumers’ profiles with a product data feed from the merchant—which is often already in place in the retailer’s affiliate program—and optimizes messages according to the information, said Rosenblum.

“Those recommendations can be made available in true multi-channel fashion,” he said. “They can appear on the retailer’s Web site in the form of cross-sells, they can appear in e-mail messages and they can appear in RSS feeds.”

MyBuys is installed on top of the retailer’s existing e-commerce system. The company is then paid on a performance basis. MyBuys’ service is incremental and does not replace anything the retailer is already doing, said Rosenblum.

“Every single one of our customers had an existing e-mail program before we showed up and they all keep them,” he said.

Rosenblum added MyBuys generally sends retailers’ customers one message per week.

“There may be weeks where we don’t send anything because we’re only going to send something that’s relevant to their desires,” said Rosenblum. “If there’s no news, we’re just going to be quiet. That’s one of the reasons our open rates are so high.”

MyBuys has about 25 clients including Ritz Camera, Hancock Fabrics and Lancome cosmetics, according to Rosenblum.

Boston-based apparel merchant Karmaloop has achieved a 3% lift in incremental sales since it began working with MyBuys six months ago, said Anand Shah, chief operating officer of Karmaloop.

“It’s not easy to come in and pick up on our demographic, and they did it pretty well,” Shah said.