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XpressBuy Appoints Mobile Industry Luminary Guillaume Lelait to its Advisory Board

Santa Clara, Calif.  – XpressBuy today announced the appointment of Guillaume Lelait to its advisory board. Lelait is a 10-year mobile advertising veteran and has advised some of the world’s leading brands on their m-commerce strategies. Lelait is currently general manager of Fetch San Francisco, where he is responsible for growth and operations in North America. XpressBuy is an Ad Commerce platform that powers buy buttons and minimizes friction for consumers to purchase within an ad at the moment of interest.

“Guillaume’s insight into the mobile advertising industry will be indispensable to XpressBuy, especially as we help customers understand what a pivotal role XpressBuy’s Ad Commerce platform can play in driving conversions,” said Murali Subbarao, XpressBuy’s founder and president. “Guillaume’s presence also gives our technology a degree of credibility that is hard to match in today’s marketplace.”

Lelait’s mobile career began in 2005, when he launched one of the first m-commerce sites for international retailer Fnac.com.  He later managed creative efforts for PhoneValley (Publicis Groupe) in the UK, where he  partnered with Digitas and Razorfish to provide strategic counsel to Shell, Nissan, Pfizer, Purina, McDonald’s and others.

At Fetch, Lelait’s efforts have played an integral role in the acquisition and management of new clients for the San Francisco office. Prior to his 2013 relocation to the States, Lelait served as Group Account Director at Fetch’s London office for several award-winning clients, including eBay, Hotels.com, William Hill, Debenhams and Sony Music. He holds a Master’s degree in Marketing from Reims Management School in France.

“XpressBuy is a rare opportunity for leadership on a truly differentiated product,” said Lelait. “While industry titans leverage their names to advance lesser platforms, XpressBuy is very quickly demonstrating its exceptional agility and revenue-generating power to hundreds of retailers and counting. I’m very excited to see where the Goliaths stand in a few years’ time.”

For more information, please visit www.GetXpressBuy.com.

About XpressBuy

XpressBuy is an Ad Commerce platform that powers buy buttons and minimizes friction for consumers to purchase within an ad at the moment of interest – anytime, anywhere and across platforms. For retailers, XpressBuy is an easy-to-set up layer on their existing e-commerce and m-commerce engines that delivers six times the conversion rates of traditional click-through advertising. XpressBuy’s secure cloud architecture supports massive operational scale and enriches the overall value of a merchant’s e-commerce and m-commerce technology investment. In addition to these business advantages, XpressBuy captures data that reflects both purchase intent and purchase preference. Click here for more information.

 

XpressBuy Ad Commerce Platform Makes Instant Ad Reactions Happen • Payment Week

From: Paymentweek.com by 
XpressBuy Ad Commerce Platform Makes Instant Ad Reactions Happen

When it comes to advertising, it’s all about the call to action.

That little “call now!” or the like at the end that drives a viewer to go from passive consumer of advertising matter to active respondent. Reducing the time between advertisement and consumption has been an important goal for advertisers for a long time, and now, it’s about to get very narrow indeed thanks to XpressBuy’s newly-launched Ad Commerce platform.

Essentially, the Ad Commerce platform allows for a purchase mechanism to be installed directly in an advertisement, allowing customers access to a purchasing platform right from the ad.

No longer do users need to see an ad and then go looking for the item in question on Amazon or anywhere else; now just clicking the ad can activate the purchase options. Reports suggest that the system is easy to set up and put to use, and will also serve to make a user’s advertising experience more efficient and effective overall.

XpressBuy recently concluded a successful beta test with the Oakland Raiders, as well as several other major brands, and now looks to expand its reach outward in grand fashion.

Reports suggest that XpressBuy already has an audience of around 100 million users, and expects to have nearly 10,000 retailers to its credit using its advertising services by the dawn of 2016. It’s Payment Card Industry (PCI) Level One compliant for added security, and offers four times the total number of retailers to deal with that both Facebook Buy and Twitter Buy can offer.

Murali Subbarao, who serves as XpressBuy’s founder and president, offered up some comment around the release, saying “XpressBuy will completely transform advertisers’ ability to convert impressions to dollars. In fact, XpressBuy delivers an average of six times the conversion rates of traditional advertising across marketplaces and social media – easily a majority of places where buyers are connected to the Internet and engaged in content.”

XpressBuy has likely hit on a fine idea here; making it possible to buy an item from an advertisement brings a whole new meaning to the concept of “impulse buy.”

Thus any business that can make its advertising sufficiently effective to have the audience’s attention can benefit from a more rapid follow-up mechanism.

Essentially, when viewers can buy directly from an ad, the best quality ads are likely to convert interest to sales immediately. Of course, there are limits there, and these should be considered when designing ads. Businesses tempted to go for the immediate win may lose out on longer term business; consider how many times people might have bought things in the past, but simply didn’t have the cash on hand at the time. There’s something to be said for that delayed reaction as well, not just going after the immediate offer but working to build long-term brand loyalty.

Still, one thing is clear: XpressBuy has has a novel idea. It will be interesting to see just how far it can go, and how many retailers it can get to work with it, as well as merchants willing to display such ads. Still, this is likely to end well on several fronts, and make a lot of retailers quite happy.

Oakland Raiders keep fans buying on Facebook, Twitter • Mobile Commerce Daily

From: MobileCommerceDaily.com by 

The Oakland Raiders streamlined the shopping experience for fans by using a purchasing tool that let the National Football League club’s supporters buy related merchandise on Facebook and Twitter without leaving the sites.

With the XpressBuy ad platform, fans could look up product images, options, pricing, real-time availability and buy without having to click through to the retail site, resulting in more than 16 percent of products selling out. With Home Depot and Best Buy among the program’s users, the results pointed to the value for both consumers and retailers of reducing purchase friction at the moment of interest across platforms.

“[The Oakland Raiders] benefited from a seamless way to both drive engagement with the Raiders gear and handle impulse buys while making the shopping experience incredibly easy for their fans,” said Murali Subbarao, founder and president of XpressBuy.

“These posts also ended up being in the top 10 in the month for engagement and reach.”

Handpicked products
Around topics such as the NFL Draft, breast cancer awareness and remembering Raider greats, the Raiders’ social media manager posted on Facebook ads for one to four handpicked products with the XpressBuy link.

XpressBuy_ Phone Screenshot_Inventory View_opt[21]_opt-2

Receiving item color options.

When fans on the site engaged with the ad, they received access to updated product inventory. Then they were informed of available sizes, colors and prices.

Once they decided on purchases, their billing and delivery information was auto-populated. With a few taps, the merchandise was on the way.

Sales for one product rose five times in a few hours, according to Mr. Subbarao. The purchases ranged from $20 to $150.

When XpressBuy’s system is set up on existing ecommerce and mcommerce engines, it can deliver six times the conversion rates of traditional click-through advertising, according to its Web site.

The platform also captures data that reflects both purchase intent and purchase preference.

While marketers today have an array of tools to surprise and delight customers, a challenge is eliminating friction that can obstruct engagement and conversion.

Marketers are becoming aware that it does not pay to develop personalized, location-aware content if customers cannot log on to an application. Simplicity is the key to ensuring a friction-free experience.

Facebook, other social networking sites and brands are increasingly trying to streamline the shopping experience for mobile users to eliminate friction.

Facebook’s announcement this spring that it would position its Messenger application as a platform focused on content aimed to offer a seamless journey for consumers.

Facebook unveiled at its F8 developer conference Businesses on Messenger, which would allow people who purchase something from a Web site to receive updates in Messenger and continue their conversation with the business in the app.

Meanwhile, Google plans to add buy buttons to sponsored search results on smartphones, a move that could create a new mobile shopping experience while helping drive up cost-per-click rates.

Mobile users who click on a buy button in a sponsored search result on mobile could be taken to a product page where they could choose the sizes and colors as well as complete a purchase. The product pages would feature a retailer’s branding.

In the moment
The Oakland Raiders were able to enhance online sales by monetizing ads based on in-the moment trends and consumer desire.

XpressBuy_ Phone Screenshot_Complete Buy_opt[26]_opt

Keeping consumers from going to retail site.

“Mobile traffic has gone up dramatically to make up 26 percent of traffic to a retailer site, but accounts for only 10 percent of the orders,” Mr. Subbarao said.

“There is a need for buy buttons optimized for mobile to minimize the friction to purchase at the moment of interest,” he said. “The XpressBuy ad commerce platform is designed to power buy buttons precisely for this purpose and captures extra sales anywhere without having the user leave the context and hop to the retail site.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York

XpressBuy Lets Consumers Purchase Directly from Ads • Press Release

‘Ad Commerce’ platform built to monetize in-the-moment connections between consumers and the products they desire

Santa Clara, Calif. – June 2, 2015 – Consumers can now make purchases directly from a mobile or desktop ad, anytime, anywhere and across platforms, thanks to a new ‘Ad Commerce’ platform from XpressBuy. Built for brands and retailers that sell products online, the platform is an easy-to-set up layer for existing e-commerce and m-commerce engines that quickly monetizes ads based on in-the moment trends and consumer desire.

“XpressBuy will completely transform advertisers’ ability to convert impressions to dollars,” said Murali Subbarao, XpressBuy’s founder and president. “In fact, XpressBuy delivers an average of six times the conversion rates of traditional advertising across marketplaces and social media – easily a majority of places where buyers are connected to the Internet and engaged in content.”

In addition to the resulting spike in ROI, XpressBuy helps brands and retailers create new sales and purchasing opportunities based on the right price, time, discount, recommendation, or any combination of factors. Other benefits include quicker completion of the customer shopping journey; enriched overall value of a retailer’s commerce platform; suitability for both retargeting and display targeting campaigns. Most importantly, XpressBuy ensures business-as-usual for brands and retailers with zero changes to the website, order fulfillment or the e-commerce platform.

For consumers, the XpressBuy experience is one in which items are brought to them, rather than the other way around. They can purchase from any connected environment, and checkout is frictionless. Especially with regard to mobile devices, XpressBuy supports the quickened transactional pace users have become accustomed to as they execute money transfers, order car service, choose airline seats and so on..

At a glance, XpressBuy’s key differentiators include:

  • Easy setup with brands and retailers via simple layer of functionality on top of existing e-commerce and m-commerce engines
  • Highly scalable, highly responsive cloud architecture that lets advertisers quickly monetize in response to real-time, trending retail fads
  • Four times as many participating retailers as Facebook Buy and Twitter Buy combined
  • More than 450 retailers can already use XpressBuy to drive commerce from mobile ads, social media, mobile email, marketplaces and SMS, making XpressBuy already the leading m-commerce ad platform
  • Comprehensive shopping experience, with multiple product options (sizes, colors, etc.), multiple shipping options and real-time, automated inventory updates
  • Full PCI level one compliance
  • Strong mobile carrier partnerships
  • Reduced friction at checkout via access to consumer address data and card data, when available, for more than 75 million smartphone users

About XpressBuy

XpressBuy is an Ad Commerce platform that allows users to make in-the-moment purchases directly from an ad and without having to visit the retail site – anytime, anywhere and across platforms. For retailers, XpressBuy is an easy-to-set up layer on their existing e-commerce and m-commerce engines that delivers six times the conversion rates of traditional click-through advertising. XpressBuy’s secure cloud architecture supports massive operational scale and enriches the overall value of a merchant’s e-commerce and m-commerce technology investment. In addition to these business advantages, XpressBuy captures data that reflects both purchase intent and purchase preference. Click here for more information.

What If Ads Came with Buttons? • PYMNTS

xpressbuy-feature

One of the wonderful things about taking a closer look at retail is the discovery of an inventory of accepted facts that seem to have been invented out of whole cloth and voted into reality by a republic of journalists quoting each other.

Take for instance, the one about women controlling 80 percent of the commerce spend in the United States. Or the one from the world of advertising where it seems a large number of otherwise credible judges have decided that the average American consumer encounters 3,000-5,000 ads a day.

The figure seems to be generally sourced back to a study marketing research firm Yankelovich Partners released in 2004 on the topic of advertising clutter. Although the study itself made no reference to any specific figure on average ads viewed per day per consumer, that somehow turned into quotes in publications such as Inc. and USAToday attributing the 3,000 to 5,000 a day figure for ad exposure to Yankelovich.

The more accurate source appears to be from a 1988 The New York Times article, which introduced  that specific figure noting that: “Studies show that the typical consumer is bombarded by 5,000 advertising messages a day.”

Aside from giving you a little cocktail party fodder, this makes an important point. It is surprisingly tough to get a good figure for how many ads consumers see per day. If the number was 3,000 to 5,000 in 1988, before the Internet, before the mobile phone, and before proliferation of television and cable channels, it seems almost mind-blowing to attempt to estimate how many consumers are exposed to today, and more importantly, how many of them are even noticed by consumers.

Or converted into something that even remotely resembles a ROI for the brand pushing an ad to that consumer.

It’s a problem that XpressBuy has been working to solve for the last couple of years by doing something that sounds so obvious: dropping a “Buy Button” into an ad.

XpressBuy

“From a shopping journey point of view, we are all about the ‘moment of interest,’” XpressBuy’s founder and president Murali Subbarao told MPD CEO Karen Webster in a conversation shortly before the launch of XpressBuy’s Ad Commerce platform. “If the user clicks on [the Buy Button] we can convert that intent to a purchase before the mood can flee.”

Now, technically, of course, all ads have the opportunity to drive conversions. All a consumer has to do is click through the ad which will direct them to the sites where they can make a purchase. But that gives that consumer enough time to actually change their mind, get distracted, or decide that they don’t want to buy anymore. The result is something worse than shopping cart abandonment, it’s a shopping cart that never gets filled in the first place.

“We deliver six times the conversion rates of traditional retargeted ads,” Subbarao told Webster. “For example, let’s say a consumer’s in Facebook and she sees a call to action button in an ad. We then use the Web viewer within the app and engage the mobile [or desktop] user right then and there. We show her all the product images and options and allow the user to flip buy and even choose shipping options. And then when they are ready to buy – in the case of a mobile device – we authenticate through the carrier [via Danal’s platform] so that the consumer can complete the purchase right in the ad. In this case, the consumer never left Facebook.”

And, he notes, Facebook is one example. One of the purposes of the in-ad buy buttons is to make them easy to use “out-of-the-box” via an API that retailers can easily hook into their current ads. Retailers have to only switch out the links [that would take the consumer to their own website] in the retargeted ads to enable consumers to buy from the ad without leaving the platform they’re in when seeing the ad. That API is also created to hook into a variety of payment platforms and digital wallets. XpressBuy’s goal is to make the checkout process as easy – and thus unlikely to be abandoned – as possible.

XpressBuy2

“We are agnostic as far as payment is concerned and are working with wallet companies to integrate with them. We’ll let the wallet provide the credentials, we are not creating separate accounts and there is no extra signup.”

As the XpressBuy shopping platform hits the market today, it does so with some fairly notable retailers and brands in its quiver, some 450 to be precise. Home Depot, Target, Rakuten, Neiman Marcus, and Kate Spade are some of the notable names that appear on the startup’s website. 

However, though its retailer support is impressive, Subbarao told Webster that the most attractive channels for XpressBuy are the ad networks. They, too, are interested in providing a solution to their brands that provide a measurable return on their ad dollars and Subbarao says that he believes XpressBuy is a solution that will allow them to do that. Not only can XpressBuy deliver conversions, they can also deliver insight into consumer behavior around ads.

“We want to partner with the ad networks,” Subbarao told Webster. “We can see what has the most engagement, what is selling out  – and that will allow [the ad networks] to keep up to the moment data about how consumers are interacting with ads.”

And interacting they apparently are. Subbarao told Webster that he’s seen a wide range of purchases including a $20K purchase via a desktop and a ~$4K (hot tub) purchase on mobile.

“We find that the average is about $50  – that’s where we’re seeing conversions,” Subbarao noted of their more normal spending range. “One of six times, a product sells out. We’re finding that because the purchases are happening right in a native environment such as Facebook, we are seeing more product engagement. People are much more likely to participate and comment on a product when they have just bought the product.”

And what about when Facebook (or Google, or Twitter) come to call looking for a cut of the revenue that XpressBuy is generating out of ads on their platform, Webster asked – noting that if the firm is very successful, it seems likely that any number of ad real estate owners will come looking to make sure Caesar gets his due.

“The approach we are taking is to leverage what they are making available today,” Subbarao responded. “If we make enough money we fully expect they will care at some point. The only thing that’s changing though is that we are putting the XpressBuy button into the call to action.”

Which, by keeping the consumer inside the “native environment” might turn out to be worth a lot more than a cut of what XpressBuy might give them. More time on site means more eyeballs to sell more ads to.

All high class problems to contemplate. From XpressBuy’s point of view, one has to be a success before solving for the problems of being too successful. Which means for now, Subbarao’s sole focus is getting more consumers to convert and faster – and to be able to show advertisers and retailers that he has the secret sauce for making turning ads into instant commerce opportunities.

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