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Remember when eBay bought Hunch in 2011 to improve its personalization technology and attract shoppers based on their interests? Or when it launched a Pinterest-like tool called Setify in 2012 for creating personalized collections and wishlists? Or when it revamped its mobile apps in 2014 to focus on discovery and interests? Well guess what? Ebay is at it again today, as it’s launching a new shopping experience that – yep, you guessed it – lets online consumers focus on their interests, and experience a more personalized version of eBay.
I feel like I’ve heard this before!
Issue - Hand - EBay - Reputation - Auction
The issue at hand is that eBay is still trying to shake its old reputation of being an auction site – even though bidding only comprised 19 percent of its sales in 2017. People continue to think of it at best as a secondhand goods marketplace – a place to find collectibles, antiques, or hard-to-find items; not the massive online store connecting buyers and sellers worldwide – though that’s what it has evolved to become.
This time around, eBay’s personalization efforts involve a new “Interests” feature.
Tactic - Consumers - Customization - Experience - Mobile
The new tactic is to walk consumers through a customization experience in its mobile app where you manually tap on what sort of things you’re interested in, like “biking” or “boho chic” fashion, for example. This sort of demand for explicit input implies that, despite how much shopping you may or may not have...
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