In a deal that would pair Priceline.com‘s “name-your price” service with
ADVO Inc.‘s vast client list, the online
firm’s retail arm, WebHouse Club, has formed an alliance with the direct
marketing giant.
Although ADVO recently formed an Internet division, ShopWise.com, this deal shows that the
company recognizes that others, like Priceline.com ,
have a substantial lead when it comes to online marketing. Rather than
trying to do online marketing by itself, the company is teaming with more
established online players.
The two companies have agreed to develop Internet-based marketing programs
for ADVO’s 24,000 clients and 600 sales associates. These programs will
operate in conjunction with the WebHouse Club’s Half-Price token loyalty
program. That program lets members collect tokens, which they can use to
reduce prices on goods, when they participate in marketing partner programs.
The consumers get these discounts, as well as offers for trials, samples or
discounts from the partner, in exchange for doing any of several things:
filling out an online survey, visiting the partner’s Web site, applying to
receive a partner’s service, or purchasing a partner’s product.
The ADVO partnership will also involve Priceline’s gasoline service,
which is set to launch this summer.
“This alliance will help to bring additional value-added products and
services to our traditional client base, which includes leading retailers
and service providers on the national, regional and local levels,” said
Gary Mulloy, chairman and chief executive officer of ADVO.
