Joinem: The New Digital Retailer

March 10, 2015

10:00 am

Richard Braddock has a knack for recognizing trends and using that knowledge to scale and grow companies so it’s no surprise that he has transformed Joinem from an auction marketplace to a digital store that offers name brands at below the lowest prices online.

“When I was approached in November 2013 by Joinem co-founders to help scale the business, I shifted its entire business model to what it is now: a collaborative buying platform powered by social networking. Joinem Beta release launch in November of 2014 was the first manifestation of our unique business model,” says Braddock, the Executive Chairman of Joinem.

With the convergence in the e-commerce and sharing economy business models, Joinem connects like-minded shoppers through an online retail community.

“Joinem is a the first community-powered digital online and mobile store that enables savvy shoppers to buy together and get guaranteed savings up to 25 percent off the lowest online prices on thousands of leading brands,” says Braddock.

Here’s what first time users should know about some of Joinem’s features:

  • Saves You Time: “Joinem does all the work for our customers by posting throughout the day, for each product, online pricing across mega retailers and other benchmark sites. Our reference mega-retailers include Amazon,, and Target,” says Braddock.
  • Offers Name Brands and Guaranteed Low Savings: “We offer in-demand products across multiple categories,” says Braddock. “Our launch categories include: electronics, computer/tablets/wireless, tools and outdoor, home goods, and sports and fitness products.”
  • Joinem Bucks: It’s “a rewards program that actually rewards,” reads an excerpt from a press release. Users can earn Joinem Bucks from referring friends, completing a social profile, and engage in other fun activities.
  • Make Connections with Like-Minded Shoppers: “Every customer can create a social profile of their likes and the products they follow, making it easy for our customers to find their friends or other like-minded shoppers in the Joinem community,” says Braddock.

 Additionally, the team plans to tap into the two billion users on social networks to help market the digital store.

 “Our sweet spot target market are savvy digital shoppers 21-44 years old who are interested in savings on name brands, and who rely on posts, tweets, and recommendations from their social network to make smart purchasing decisions–and who, in turn, share the products they like on social networks,” says Braddock.

 More About Braddock and Joinem

Braddock is the former President and COO of Citicorp and the former Chairman and CEO of He’s using his experience as a business leader to take Joinem to the next level.

“Like Priceline, which I took public, Joinem introduces a new paradigm for buying and selling online: It delivers guaranteed savings to our consumers, and, guaranteed demand to our vendor partners,” says Braddock.

Along with Braddock, the team includes Darren Waxman (CEO and Co-founder), Monica Woo (Chief Marketing Officer) and Chirstine English (SVP Sourcing and Merchandising).

Braddock’s advice to entrepreneurs who want to get into the e-commerce space is to identify a unique selling proposition, find talent that can create and scale businesses, and listen to your customers.

“Good ideas alone are not enough. You need to apply a disciplined management process and structure to operationalize, and scale, your business model,” says Braddock.

To learn more about Joinem, you can watch the video below:

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Amanda Quick is a tech/startup reporter covering young entrepreneurs for Tech Cocktail. She’s also interested in covering apps, emerging technology, IoT and beauty & wellness.

Amanda is currently in grad school at Syracuse University studying Information Management. In the past she has interned at NBC Sports, NBC Olympics, Brand-Yourself, and the Times Leader Newspaper as well as worked at WWNY-TV and the StartFast Venture Accelerator in Upstate New York. Amanda is originally from Kansas City, MO but has also lived in Canton, MA and Scranton, PA.

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