Alternative retailer DirectBuy is readying its first ad campaign as it prepares to expand its presence across North America.
DirectBuy will add 16 franchised showrooms next year to the 121 now open in the U.S. and Canada. Consumers buy memberships to shop for name-brand furniture, appliances, electronics, kitchens, window treatments, lighting and flooring.
The ad campaign will include direct response TV, print, digital and direct-mail. Merrillville, IN-based DirectBuy this week named Euro RSCG Chicago to handle the account, with input from Chicago-based Euro RSCG 4D (retail) and Euro RSCG 4D DRTV, Carlsbad, CA. The agency also will develop DirectBuy’s company’s e-commerce site for members, prospects and franchisees.
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