eBay buyer - post2
What defines types of online shoppers?
Four segments:
- Shopping driven passionates
- Convenience driven enthusiasts
- Price driven value finders
- Price driven bargain seekers
Passionates:
- Shopping is in their DNA
- Younger, just completed degree or married
- Rated by eBay at 4/5 spend/yr
- High eBay affinity
- Like auctions
- Not overly price sensitive
What should seller do to attract passionates?
- Highlight brands/style
- Personality in listing
- Gifting options
- Auctions
Convenience Driven Enthusiasts
- 5/5 $/yr - very attractive
- Love shopping for convenience
- More females than males - love pets!
What can seller do for Convenience driven enthusiasts?
- Offer BIN
- Merchandise with flair for fun
- Highlight unique hard to find
- Expedited shipping
Price Driven Value Finders and Bargain Sellers
- Middle age
- Higher income
- 4/5 $/yr on spend
- Think eBay has great prices and hard to find items
- Like auctions
- Think eBay's shipping is too high
- Don't like eBay return policies
How can you draw more of these?
- Offer returns
- Highlight the "deal"
- offer detailed product info
- List auctions
- Offer free shipping or discounts
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