In its quest for customers, Buy.com takes another shot at Amazon
Buy.com has undertaken a strategy of weekly splashes to entice consumers to switch from Amazon.com to Buy.com. Its shot this week: A full-page ad in today’s Wall Street Journal that touts Buy.com’s No. 1 rank in site performance vs. No. 44 for Amazon. Buy bases its claim on Keynote Systems’ eShopping Holiday Performance Report released in January.
Buy announced free shipping on all orders days after Amazon lowered its free shipping threshold from $99 orders to $49. The next week it announced it was undercutting Amazon’s book prices by 10%.
By mid afternoon today, Buy.com had seen a noticeable spike in traffic although Brent Rusick, COO, wasn’t giving details. He says Buy also saw immediate spikes after its previous announcements. He says Buy chose the Wall Street Journal for its ad not only for its national reach but also because other media pay attention to what appears in the Wall Street Journal.
Rusick says the promotional offers and the ads are part of a strategy of regular shots against Amazon. “We have a handful of things up our sleeve that we’ll announce on a weekly basis,” he tells InternetRetailer.com.
In addition to increased sales, Rusick says Buy.com is getting positive feedback from customers who were not aware of the breadth of products that Buy sells.
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