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EBay flaunts Holiday Express campaign to promote last-minute holiday shopping convenience

By
December 21, 2012

EBay is letting consumers in New York and San Francisco get their last-minute holiday shopping done through the company’s new Holiday Express campaign that encourages users to make purchases using the eBay Now mobile application.

The initiative is part of a bigger push to have consumers shop on their own time. Furthermore, eBay is offering free delivery and orders made will include a limited-edition gift wrap designed by Jonathan Adler.

“This holiday eBay is giving last-minute shoppers a chance to catch their breath with eBay’s Holiday Express  and the eBay Now app for iPhone,” said Lina Shustarovich, head of local communications at eBay.

“From Dec. 17-22, eBay Now is keeping its delivery reindeer – aka shopping valets – running until midnight, which means customers in San Francisco and New York City can buy last-minute gifts from hundreds of local stores and have them delivered anywhere in the cities for free – in as little as an hour.

“All items come with complimentary limited-edition gift wrap designed by Jonathan Adler. And first time users receive $20 off their purchase.”

Holiday shopping
Through the Holiday Express effort, eBay has blurred the lines between online and offline commerce.

Using the eBay now app, consumers can order items from a variety of retailers including Finish Line, GNC, Home Depot, Macy’s, Office Depot, RadioShack, Target, Toys R Us and Walgreens
  
Once consumers tap the Bring It button, their personal eBay shopping valet will pick up and deliver the item to wherever they are – not just a shipping address on file.

The eBay Now app is available for free download in Apple’s App Store and currently the service is only available to shoppers in San Francisco and New York.

“Mobile has been a game changer this holiday and as the final days draw near eBay Now is serving as the perfect last minute shopping tool,” Ms. Shustarovich said.

“With a national survey reporting that 40 percent of Americans shop from their smartphone/tablet in bed, eBay’s Holiday Express program aims to help shoppers buy what they want when they want it – even if it’s after hours,” she said.

“Holiday Express is available to all existing eBay Now users. They see the promotion in the app. New users get alerted via an email once they download the app. Potential users see an ad in the eBay Mobile app.”

Global efforts
Mobile has and will continue to play a critical role for eBay.

To date, the company has 108 million active users, 25 million sellers and more than 350 million listings.
Last month, eBay saw a 153 percent increase in mobile payments volume transacted on Black Friday compared to 2011.

On Thanksgiving, eBay saw a 133 percent increase in mobile volume transacted compared to last year, while PayPal confirmed Thanksgiving Day resulted in more than a 2.5-fold – 173 percent increase – in global mobile payment volume compared to 2011.

“Technology is enabling a revolution in how people shop and eBay is enabling the future of commerce,” Ms. Shustarovich said.

“By blending the best of offline and online shopping, eBay is delivering products and experiences like eBay Now that surprise, delight and define a new way to shop,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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