Letsbuyit.com set to reward shoppers with loyalty points

Online shoppers may be awarded credit points in return for clicking on ads in a ground-breaking system mooted by e-commerce site Letsbuyit.com.

Online shoppers may be awarded credit points in return for clicking

on ads in a ground-breaking system mooted by e-commerce site

Letsbuyit.com.



The Sweden-based service is launching dedicated websites across

Europe.



Its debut in Germany on 1 November will be ’the biggest ever internet

launch in Europe in terms of television budget,’ according to its new

marketing director Soames Hines. The UK launch will follow hot on its

heels.



Letsbuyit.com enables consumers to club together and buy products at a

discount. Users become members under a loyalty scheme.



Hines said that, in the short term, the site would gain all its revenues

from e-commerce, but it was likely to carry advertising in the near

future.



’We would like to find a way of returning some of this revenue to our

members,’ he said. ’For instance, if they were thinking of buying

trainers and they clicked on a Nike ad, they would get paid for it. This

would be linked with our loyalty programme.’



Hines stressed that the plan was by no means finalised and that nothing

was likely to happen until after the German and UK launches. The service

has already rolled out in Denmark, Norway and Sweden. ’Whatever we do on

the advertising front, we will act in the interest of our members,’ he

added.



Letsbuyit’s own advertising is being handled by DMB&B. ’It has been

appointed across Europe and has been running online and offline activity

in the Nordic region,’ Hines said. ’We are now talking about moving

ahead in Germany and the UK. Until now there has not been a full brand

strategy in place, so advertising has been done on a fairly ad-hoc

basis.’



Hines has joined Letsbuyit as global marketing director from J. Walter

Thompson, where he spent two years as global business director for

Unilever and UDV. Previously he was managing director of the agency’s

Shanghai office, which he set up from scratch. He also established

Ammirati Puris Lintas in Vietnam.



Even so, he said his new role at Letsbuyit presented a challenge. ’Most

global brands have taken in excess of 50 years to build. We’re

attempting to do the same in under three years.’



Meanwhile, natural health e-commerce site ClickMango.com has secured

initial funding of pounds 3 million in the run-up to its launch in early

2000.



Atlas Venture and the Rothschild family are investing in the

project.



The site will not carry advertising, but its founders Robert Norton and

Toby Rowland are currently preparing a brand promotion strategy

embracing public relations, online and offline advertising.



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