external marketplaces and how they fit into an online strategy
DESCRIPTION
As Canadian brands and retailers continue to embrace eCommerce and develop effective strategies for seamless shopping experiences for their customers, external marketplaces are becoming an increasingly effective way of increasing sales and brand awareness. Much like having traditional bricks & mortar locations in malls and busy shopping destinations, being present on external marketplaces gets your brand and inventory in front of intentioned buyers who prefer the ability to select items from multiples sellers and pay for them all at once. This presentations is for merchants wanting to know how to leverage the power of external marketplaces and how they fit into an effective online strategy.TRANSCRIPT
EXTERNAL MARKETPLACESAND EFFECTIVE ONLINE STRATEGY
October 2, 2014
EVOLUTION OF MARKETPLACES
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WHY MARKETPLACES?
• High traffic = exposing your inventory to more buyers
– Virtual equivalent to a bricks & mortar location in a mall or shopping district
– For example, eBay.ca boasts ~8M unique visitors each month.
• New customer acquisition
– On eBay, businesses in N. America report 70-90% of sales are new customers
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OPTIONS TO MEET YOUR OBJECTIVES
• Join Marketplaces that showcase opportunities to achieve your business goals:
– Increased sales
– Grow your customer base
• Branded/Non-Branded presence
– Drop-shipping
– Marketplace customer-type
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MARKETPLACES STRATEGY
• Business Objectives drive inventory selection
– Inventory liquidation / Clearance
– Growing brand awareness
– Customer acquisition
– Overall increased sales
• Business Needs
– Is your presence on the marketplace branded or unbranded?
• Does that have material impact on your customer?
– What levers exist on the marketplace to introduce your brand to new customers?
• And/or remain consistent with existing customers
– How does your presence on marketplaces fit into an Omni-channel experience?
• In-store returns?
• BOPIS?
– What are the mobile capabilities?
– What is the pricing structure & cost of entry?
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EBAY CASE STUDY: STAPLES CANADA
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EBAY CASE STUDY: BEST-TECH-DEALZ
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EBAY CASE STUDY: LOWES CANADA
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QUESTIONS
Kevin A. Wolfley
Manager, Merchant Strategy
eBay Canada
(416) 969-2299
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