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eBay Uses Loyalty Program to Promote BML Financing

eBay is using its eBay Bucks loyalty program to promote its Bill Me Later (BML) service that lets shoppers finance their purchases. “Earn an extra $10 in eBay Bucks on your first Bill Me Later purchase,” eBay heralded in an email to certain users.

eBay has used its eBay Bucks program to entice shoppers to try other behavior as well. For example, as it saw its auction business decline in the first quarter, eBay came up with an interesting offer to provide shoppers with an incentive to place bid on auction listings: “Earn $5 in eBay Bucks when you make 5 bids; each bid must be on a different item.” Recipients of that promotion had a week to place bids on five different auction listings in order to get the $5 in eBay Bucks – the promo kicked off on April 28 and runs through May 4, 2014.

In the eBay Bucks BML campaign, invited customers were allowed to earn 1% plus $10 in eBay Bucks through June 30, 2014. A link in the email to the eBay Bucks BML terms of use says shoppers can earn $15 in eBay Bucks for trying the Bill Me Later service.

eBay integrated the Bill Me Later “buy now, pay later” option on sellers listings on the eBay marketplace in 2009.

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Ina Steiner
Ina Steiner
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 ina@ecommercebytes.com.