E-commerce company EC Direct and @Once, an online direct marketing company,
said they are teaming up to use RealNetworks Inc. technology to provide
purchase-enabled e-mail with streaming media content.
The new Buy@Once service combines EC Direct’s EConductor Direct transaction
management solution with @Once’s targeted online direct marketing system to
create personalized e-mail offers that include direct purchasing
opportunities.
Paired with Seattle-based RealNetworks’ streaming media capabilities,
Buy@Once gives Web merchants the ability do such things as send personalized
e-mails that give buyers a taste of the product for sale, by including
streaming audio from a compact disc or video from a newly released film.
The e-mail can also offer related products like flowers or chocolates for
immediate purchase through embedded ‘Buy@Once’ buttons. Consumers never have
to leave the e-mail application, the companies said. Financial arrangements
among the companies were not disclosed.
“This application enables merchants to take the store to the customer and use
every direct contact as an opportunity to reinforce their branding and
convert looks
to buys,” said Julia Adamsen, vice president of marketing for San
Francisco-based @Once.
Buy@Once also tracks ROI so merchants can better understand response rates
for online direct marketing campaigns and measure the effectiveness of their
offers.
“@Once and Real Networks have delivered on the promise of the Internet, by
presenting compelling content directly to consumers, enabling people to
really experience products before they make a purchase,” said Dave Mullan,
president and CEO of Seattle-based EC Direct. “Buy@Once. . .allows Web
merchants to deliver the right offer at the right place at the right time.”
