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EBay asks users what deals they want, enhancing targeting capabilities

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June 24, 2016

EBay's Summer of Choice campaign

EBay’s Summer of Choice campaign

EBay is sharing exclusive deals on mobile and offering social media users the options to choose between products and deals in the retailer’s Summer of Choice campaign, which is a bid to drive sales with targeting derived through mobile engagement.

Twitter users will be able to vote on the deals they would like to see on mobile by following eBay on the social media platform. Leveraging Twitter’s polling feature, followers can participate in the decisions of products to be available on the marketplace’s mobile platform.

“EBay recently surveyed Americans on their mobile shopping habits and found that more than two-thirds believe that shopping on a smartphone or tablet will help them find the best deals and 72 percent are encouraged to make a purchase when a good deal is available,” said Hal Lawton, senior vice president of eBay, North America. “When it comes to shopping this summer, over nine in ten agree that it is important to get a good deal (96 percent), get fast and free shipping (93 percent), have a convenient shopping experience (93 percent) and access to a broad selection of items (92 percent).

“With this in mind, eBay is giving Americans what they want most this summer by launching the “Summer of Choice” campaign this morning,” he said. “Consumers can vote for their favorite of two deeply-discounted summer items from in-demand fashion, tech and home brands with free shipping, all season long.

“Shoppers can vote at twitter.com/eBay and three days later, the winning deal will be available to shop within the eBay app.”

Targeting tweets
Starting today, Twitters can respond to polls shared by eBay in which they can decide on what products and savings they would rather see. For instance, customers can choose between a Char-Broil Classic Grill at 70 percent off and a Nutri Ninja Auto-iQ Blender at 50 percent off by select their preferred choice within the poll.

ebay vote

Each poll will last for three days and the item with the most votes will be featured on eBay’s app for sale on mobile devices. The winning item will only be available for purchase for 48 hours.

All the items featured in the polling campaign will have a summer theme. Polling will take place today, July 18, August 8 and August 22.

ebay infographic

Launching the polls provides eBay with the ability to advertise these products to users in a highly interactive and compelling manner while also determining what products will do best.

EBay efforts
In a reflection of its efforts to maximize mobile sales, eBay is rolled out a new digital shopping destination for wine enthusiasts powered by mobile application Drync, enabling consumers to browse a wider selection of bottles from the alcohol platform’s network of retailers (see more).

EBay Australia also teamed up with retail brand Myer to bring a forward-thinking way of shopping to consumers in the form of a virtual reality department store, enabling consumers to use a special viewer to inspect products before completing their purchase via the eBay application (see more).

“Nearly three in five Americans (59 percent) plan to shop more on their smartphone or tablet this summer,” Mr. Lawton said. “Based on eBay data alone, there has been 314 million eBay app downloads across the globe with 9.5 million new listings added via mobile per week.

“Knowing that Americans are turning to their mobile devices to shop and find the best deals has been the crux of eBay’s past and current campaigns,” he said. “For eBay’s 20th anniversary, the brand launched ’20 Days of Deals’ on hot items at deep discounts.

“During the holiday season, eBay let shoppers vote to break open a digital wishbone and unlock deals on coveted gifts. This summer, shoppers can vote on dueling deals created specifically for mobile, and shop for their favorite items, all with free shipping, throughout the season. Because shoppers are looking for the best prices and selection available, eBay continues to deliver what they want by offering choices on in-demand home, tech and fashion items at amazing prices.”

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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