eBay Holiday Marketing: 3 Popups and No TV

This 12 months’s eBay vacation advertising and marketing consists of three real-life popup shops in Detroit, Houston, and Miami. With the variety of patrons in decline and vacation procuring in full power, eBay is doubling down on its technique of specializing in high-value gadgets in a only a few variety of classes. Executives name it the eBay innovation playbook.

The vacation marketing campaign focuses on eBay’s skill to assist consumers discover “exhausting to seek out presents.” AdAge famous the messaging is well timed given the media consideration to produce chain points that make it tough for retailers to inventory their cabinets. Each popup retailer focuses on a selected class – sneakers, buying and selling playing cards, and luxurious watches and purses:

The Hard to Find Sneaker Shop: Detroit, November 19 – 20“Sneaker collector and vendor Jaysse Lopez, Urban Necessities, brings his various assortment of in the present day’s prime kinds to the store. The occasion may also characteristic a uncommon show of all 50 pairs of the Off-White x Nike Dunk Low assortment.”

The Hard to Find Collectibles Shop: Houston, December 3 – 4“In partnership with prime eBay sellers, together with two from Houston, the store will likely be stacked with excessive worth buying and selling playing cards, collectibles and memorabilia.”

The Hard to Find Luxury Shop: Miami, December 10 – 11“Find iconic Hermès Birkin and Kelly baggage, Gucci’s Psychedelic and Floral (*3*), and uncommon timepieces from Richard Mille, Audemar Piguet, Rolex and extra.”

eBay created a touchdown web page that ties in with the “exhausting to seek out” advertising and marketing theme at ebay.com/hardtofindshop, although it’s sparse and devoid of vacation messaging (“Looking for these? Discover exhausting to seek out presents proper right here.”)

Unlike its rival Etsy, there isn’t a signal of any TV commercials from eBay. Sellers have a vested curiosity in how eBay markets its website to consumers, since that’s what drives site visitors to the location, and they might be scratching their heads in regards to the lack of commercials given the decline within the variety of patrons – particularly as eBay is flush with money.

It’s to not say eBay does no video advertising and marketing. Here’s an instance of a video showcasing the Authenticity Guarantee program for purses revealed to YouTube in August.

The eBay vacation advertising and marketing announcement famous that two of the classes getting the “innovation playbook” remedy are rising at double-digit charges (sneakers and luxurious watches). As for luxurious purses, eBay stated “progress has considerably accelerated since launching Authenticity Guarantee for luxurious purses in June, and it stated its Trading Cards class is rising “considerably quicker than the whole market.”

Ina SteinerIna Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She’s a extensively cited authority on market promoting and is writer of “Turn eBay Data Into Dollars” (McGraw-Hill 2006). Her weblog was featured within the guide, “Blogging Heroes” (Wiley 2008). Follow her on Twitter at @ecommercebytes and ship information tricks to [email protected] See disclosure at EcommerceBytes.com/disclosure/.


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