If you’re an eBay for Business regular, you know that we're more committed than ever to the art and science of aggressive retailing and the promotion of retail moments.
If you're just getting started on eBay, you might be thinking retail what?
Either way, here's a quick refresher course: retail moments are selling opportunities that occur throughout the course of a calendar year. And, they generally fall into three categories:
Why should you care about retail moments?
The more you align your inventory and sales/marketing plans with eBay’s promotion of retail moments—and the larger retail industry—the more you can harness the power of our/their advertising dollars, and benefit from the increased demand.
What is eBay doing to promote retail moments?
eBay is pumping millions of advertising dollars into the promotion of retail moments throughout the year in the form of:
How can you make the most of retail moments on eBay?
1. Think differently and plan ahead.
Start by mapping out your sales year as if it’s a sequence of retail moments vs. a big blank selling slate. Here’s a list of the retail moments that eBay will be promoting: New Year-New You, Super Bowl, Valentine’s Day, March Madness, St. Patrick’s Day, Easter, Mother’s Day, Graduation, Memorial Day, Father’s Day, Fourth of July, Back to School/College, Labor Day, World Series, Halloween, and Winter holidays.
2. Source and list items specific to retail moments.
Make sure you do this approximately one to three months in advance of the next big retail event. When available, eBay will also provide guidance on the most popular items for each retail moment. Also, make sure you include relevant, holiday-specific keywords in your titles and descriptions so that your items show up more readily in search.
3. Create retail moment-specific collections or Store categories.
Make it ridiculously easy for your buyers to find all of your merchandise related to a specific retail moment. You can do this by creating a collection, or if you have a Stores subscription, by creating a new Store category. This will also help browsers find things they didn’t even know they needed, which can obviously increase your overall order size.
4. Use promotions to convert the increased traffic we’re sending your way into more sales.
Buyers love promotions, even if it’s just free shipping. Consider tying special offers to each retail moment this year. Here’s an overview of the types of promotions that you can run with an eBay Stores subscriptions. Also, consider testing different types of offers for various retail moments.
5. Use social media to advertise your promotions.
If you create offers specific to retail moments, be sure to amplify them via your social media channels. For example, if you run a Valentine’s Day promotion, post a relevant product image, and highlight your offer in the copy: “Save 15% on All Valentine’s Day Related Items.”
There’s a lot to be gained from aligning your sales and marketing strategies with big moments in the retail industry. We’ll continue to drum up the demand with bigger and more comprehensive marketing campaigns, we just need you to serve up the right products. Deal?
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