Curated collections
More from #TMRE14: An Inside Look at eBay's Shopper Strategy
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| Gireesh Joshi |
Gireesh Joshi, Director of Customer Insights at eBay, outlined the
process behind which research-based insights are used at eBay to identify and
help the company select from strategic options around 'where to play' and 'how
to win,' respectively.
Joshi took us behind the scenes of eBay's dilemma of whether to
remain a pure Internet play or to become an omni-channel presence, possibly by
opening eBay brick-and-mortar stores, for example.
remain a pure Internet play or to become an omni-channel presence, possibly by
opening eBay brick-and-mortar stores, for example.
eBay has opted for neither and is instead pursuing an 'Internet-enabled
commerce' focus, fueled largely by research into the role mobile plays in
shopping.
commerce' focus, fueled largely by research into the role mobile plays in
shopping.
Joshi reported 62% of shoppers use their mobile devices in the
store ('showrooming') and 63% of all purchase journeys begin online ('bedrooming').
store ('showrooming') and 63% of all purchase journeys begin online ('bedrooming').
'We
used to think consumers alternated between two parallel worlds.'
used to think consumers alternated between two parallel worlds.'
'We used to think consumers alternated between two parallel
worlds, but they don't distinguish between online and offline. It's all one
journey within which the Internet is pervasive,' he said.
Joshi pointed out that 90% of commerce still happens in the
physical store, despite the fact that shopping online is more convenient and
the same items sold online frequently cost less.
physical store, despite the fact that shopping online is more convenient and
the same items sold online frequently cost less.
Why? Because people don't like to pay for shipping, as a matter of
principle, and they don't like to delay purchase gratification.
principle, and they don't like to delay purchase gratification.
'The starting point for shopping has moved from the
brick-and-mortar store to the computer or mobile device, but we end up at the
store,' Joshi said, noting 52% of shoppers have now bought online and picked up
their purchase in the store.
brick-and-mortar store to the computer or mobile device, but we end up at the
store,' Joshi said, noting 52% of shoppers have now bought online and picked up
their purchase in the store.
eBay's Click & Collect service capitalizes on this
growing trend.
growing trend.
Click & Collect harnesses a network of merchants and retailers
(notably Argos, accounting for about one-third of the retailer's sales now, with one in five purchases made through a mobile device).
(notably Argos, accounting for about one-third of the retailer's sales now, with one in five purchases made through a mobile device).
The service
launched in the UK last year and has been so 'amazingly successful' that eBay
is planning a global rollout.
launched in the UK last year and has been so 'amazingly successful' that eBay
is planning a global rollout.
Joshi also talked about the intriguing research eBay is conducting
around the discovery leg of the purchase funnel. (Nugget: eBay found the
discovery process for women shoppers differs from that of men.)
around the discovery leg of the purchase funnel. (Nugget: eBay found the
discovery process for women shoppers differs from that of men.)
He noted manufacturers and retailers tend to focus on the
selection and fulfillment aspects of shopping today, while the critically
important process of discovery remains poorly understood by everyone, including
consumers, themselves
selection and fulfillment aspects of shopping today, while the critically
important process of discovery remains poorly understood by everyone, including
consumers, themselves
'How does a consumer find what they want when they often don't
know what it is they want'? Joshi explained.
know what it is they want'? Joshi explained.
This work'with some inspiration from Pinterest'has led to eBay's 'Follow It. Find It' initiative to harness its 150 million users as 'collection curators.'
Editor's note: Gireesh Joshi was also featured in
TMRE's Research Insighter interview series, in which he discussed how eBay
realized a NINE-FIGURE ROI on a predictive modeling-based approach that combined
behavioral data and survey research. Check it out here!
ABOUT THE AUTHOR
Marc Dresner is IIR USA's sr. editor and special communication
project lead. He is the former executive editor of Research
Business Report, a confidential newsletter for the marketing
research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
Marc Dresner is IIR USA's sr. editor and special communicationproject lead. He is the former executive editor of Research
Business Report, a confidential newsletter for the marketing
research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.