The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Buy.com’s new co-branding partnership with KBtoys.com doesn’t provide it with a unique selection of toys to sell, but Buy.com will offer them in unique merchandising displays.
Buy.com’s new co-branding partnership with KBtoys.com doesn’t provide a unique selection of toys, but it does provide Buy.com the chance to cross-sell toys in a unique way, says Doug Marrs, Buy.com’s vice president of sales and merchandising for entertainment and leisure categories. “You won’t find exclusive toys on Buy.com but this presents us the opportunity to explore unique online offers,” Marrs says.
Under a deal announced earlier this week, Buy is offering more than 3,000 toys and games from KBtoys.com’s inventory, including Mattel, Hasbro, Fisher-Price, LEGO and other brands. Buy handles sales through its own checkout system, then forwards orders to KB for fulfillment.
But though Buy and KB are offering the same products and pricing, they merchandise the same products in different online arrangements. While they each offer Microsoft Corp.’s Xbox video game console for $179.99, for example, their cross-merchandising displays differ.
KBtoys.com offers an “Xbox system builder” that lets shoppers choose among numerous accessories, including game controllers, display monitors and assorted games. Buy offers the same console within a “build a bundle” merchandising display, with accessories not displayed by KBtoys, including a racing steering wheel for road race games, cabling for connecting two Xbox consoles, and an Xbox system travel case. Buy also offers lower-priced refurbished Xbox consoles.