Challenge

DirectBuy is a well-known membership-based buying club offering a vast selection of home furnishings, flooring, appliances, and products to upgrade, remodel, or decorate every room in the home, all at prices without hidden retail markup. As part of a comprehensive brand and business model transformation program, DirectBuy connected with Gorilla for an ecommerce strategy, user experience and design engagement to help operationalize their vision.

Approach

One of DirectBuy’s key objectives was managing and mindfully displaying their services and extensive product catalog online, which consists of over one million products, with content provided by hundreds of brand partners. To solve for this, we began by reorganizing the site’s information architecture to accelerate product discovery while maintaining relevancy, and without over-complicating the user interface.

We streamlined the user experience to move the customer seamlessly through the shopping process from browsing to checkout, and upgraded the site’s visual design to more accurately reflect the savings, service, and selection that define the DirectBuy brand. Creative elements were then handed-off to the DirectBuy team, who developed the new site internally to ensure optimal performance within their ecommerce infrastructure.

The site has a distinct mobile focus based on a responsive design framework, enabling DirectBuy to present intentional experiences to customers across device types. Based on customer data and forward-looking trends within the target market, the DirectBuy member site takes a unique tablet-first/touch-first approach to presenting the online store to customers, scaling up and down as needed. Functionally and aesthetically, the new site is on par with any in the retail industry.

Outcome

The launch of the new My DirectBuy has resulted in a number of successes. User engagement has soared, while total pageviews have declined, demonstrating how improved navigation can quickly get customers to the content that matters most. Site conversions have also ticked up considerably, driving more transactions that create value for the brand and its members.

"Our new site, named My DirectBuy, represents the company’s most significant investment in what’s been a mindful and ongoing transition of our business model and service offerings to best serve members across all channels."

— Ted Fay, Senior Director of Digital Marketing, DirectBuy