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Consumer Electronics

Buy.com Grows Up in a Hurry

1 Mar, 2009 By: Jacqueline Renfrow Response

The online retail superstore now offers more than 5 million products, and Jeff Wisot, vice president of marketing, says expanding use of direct response methods continues to spur exponential growth.


 

Housewares Make Headway on Buy.com

 

When Buy.com began selling housewares in its Home & Outdoor department two years ago, the company aimed to set itself apart from the competition by offering large appliances — washers, dryers, refrigerators, dishwashers — and to offer different pricing options by letting the consumer pick from where to ultimately purchase the product using Buy.com's Marketplace option. Through the Marketplace, Buy.com partners with 1,000 sellers that ensure customers competitive prices. Just a few of these partnering retailers include Rainbow Appliance, BIC Supply, eofficedirect.com, eRug.com, Top Blinds, BabyAge.com, Home Network Supply and ReStockIt.com.

Howie Mandel has served as a spokesman for Buy.com since November 2007. His job is to bring his comedic personality to the brand s commercials.
Howie Mandel has served as a spokesman for Buy.com since November 2007. His job is to bring his comedic personality to the brand s commercials.

 

What housewares products are hot right now at Buy.com? The top five categories include iRobot Roomba Robot Vacuums, sewing machines, rice cookers, breadmakers and espresso machines or coffee makers. However, all products, housewares included, that get demonstrated on the weekly TV and online show BuyTV, get up to a seven times higher increase in sales. Recent products featured in these 30-minute programs include the Vacu-Seal Starter Kit and the Dirt Devil Red Broom Vac.


 

 

In this economy, purchasing housewares on Buy.com has become a way to save on time and gas says Jeff Wisot, vice president of marketing, and sales have actually increased on the Web site. "People are trading down when it comes to brand names to save money," Wisot adds. "We are seeing customers buy less prestigious brands with similar specifications in order to save money." With the increased sales, Buy.com has plans to expand its housewares selection during the next year.


 

 

 

JEFF WISOT; Vice President of Marketing, Buy.com

 

Hometown: Palos Verdes, Calif.

Resides: Aliso Viejo, Calif.

Education: B.S., public administration, San Diego State University. After graduation, Wisot enrolled in Southwestern College's Police Academy. He was recruited by the San Diego Marshal's Department. Shortly after joining, Wisot was tasked with guarding serial killer Ramon Rogers during his televised murder trial. Though Wisot enjoyed being an officer, he later gave up law enforcement to pursue a more stable career in another area he enjoyed: advertising.


 

 

Family: Wife, Victoria, who is vice president of Web development at Buy.com, and 20-month-old daughter, America.

Greatest career accomplishment: "Becoming vice president of marketing for Buy.com and being part of the team that was able to completely turn the company around. There are now only two E-tail marketplaces online with such a wide selection: Amazon and Buy.com."

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