eBay Promotes Select Sellers through Wrapped and Ready Campaign
By Ina Steiner
eBay is running a holiday marketing campaign that is limited to certain sellers, and it is using its new "Collections" feature as part of the promotion, called the "Wrapped & Ready Gift Event."
eBay sent an email to shoppers encouraging them to shop its Wrapped & Ready collections in order to get gift items wrapped in tissue paper and placed inside a free eBay tote bag with a personalized message for recipients. Clicking on the email takes shoppers to a page on eBay featuring collections organized by themes such as audiophile, all that glitters and metropolitan gentleman (ebay.com/giftingcollections).
By clicking on a collection title, it brings shoppers to a Pinterest-style page of products for sale. This is eBay's new collection feature launched in October meant to promote social sharing and user engagement.
All of the products in the collections are from sellers participating in the Wrapped & Ready promotion, and they offer a free tote with every purchase. Participating listings include the following marketing message:
If you purchase this item as a gift, we'll package it for free.
The gift will come wrapped in tissue paper in an exclusive eBay tote bag. Pretty cool, right? Here's what you need to do when checking out:
- Edit the address, and we'll ship the item directly to the person you bought the gift for
- Click Add message, and we'll send a personalized gift message too
Tote bag is limited to sotock (sic) on hand, so have your gift sent in style before it's too late!
eBay is also promoting the Wrapped & Ready Gift Event campaign on its homepage slider. All participating listings offer free shipping and "up to 70% off" as part of the enticement to shoppers. The email includes some fine print: "Free with purchase, while supplies last. Only items purchased through the program are eligible for the free gift tote and personalized messaging. No other eBay programs offer this."
Participating listings include the term "+ Free Exclusive Tote Bag" in the titles; some listings still included in the collections have ended. Visit the eBay landing page to view the participating collections.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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