DirectBuy continues to tweak its membership model and will stop charging an upfront fee for a three-year membership. It's part of the company's repositioning as more accessible buyers club with fewer barriers to entry.
DirectBuy will forgo its original upfront fee that covers a three-year membership and follow a subscription-based model where memberships start with a low initiation fee and $39.95 per month.
Consumers will have access to a range of services and shopping options including the e-commerce site, concierge shopping support, product coordination, professional cabinet design, weekly product promotions and seven-day-a-week customer service. In addition, members in select markets can use DirectBuy's new in-home decorator and designer program.
The new membership options represent the lowest-priced offerings in the company's 50-year history.
"We have an incredible transformation underway here at DirectBuy through our move to monthly, subscription-based pricing," said Curt Hilliard, CMO of DirectBuy. "We're adapting to the marketplace and joining the subscription trend because it's what consumers want. These new low-cost membership options open up the aperture for us so the average family can save on nearly everything for their home."
The Merrillville, Indiana–based buyers club is in the midst of a multiyear makeover of its member experience, and the new membership model is one part. The company is emphasizing web over brick and mortar with a recently relaunched platform and mobile app with visual search.