eBay CEO Devin Wenig is now clear about eBay’s brand, he told Wall Street analysts on Wednesday, stating, “we deliver a compelling value proposition to help every person get their version of perfect, no matter what it is.”
Explaining that eBay had done some testing in the US and UK, Wenig said, “you should begin to feel the sharpened eBay brand in our major markets” in the second half of the year.
This idea that everyone can find their “version of perfect” on eBay is demonstrated in this video on YouTube which shows some women discussing their philosophy about fashion.
DigitasLBi helped create the films and explains them in this post, adding that shoppers will be able to find curated collections of apparel and accessories based on each real woman’s version of “perfect” that can be found only on eBay.
We pointed to some TV ads eBay ran in the spring in this EcommerceBytes Blog post; note the ads don’t specifically reference anything about finding your version of perfect.
Here is an excerpt of Wenig’s presentation during eBay’s Q2 earnings call where he talks about the eBay brand (the full transcript is available on SeekingAlpha):
“On the second question around brand. There’s two things that are going on – actually three. One is, we’re clear about our brand. We’re clear about what the eBay brand stands for and how it’s different and how that manifests itself to consumers. This idea of everybody can find their version of perfect is distinct to eBay, and I want every consumer in the world to understand that eventually and that’s our job. I said two quarters ago, we have to sharpen our brand and now we’re clear about what it is.
“Second, we do like the trajectory we’re on with these user experiences. We believe that if we bring more people to eBay they’ll like what they see.
“And third, in the second quarter, we began to do some consideration testing. We did a test in the UK, we did a test in the U.S. A little bit of brand spend, a little bit of top of funnel, that was a little outdoor, a little television and the results were positive. We saw traffic and new user acceleration. Based on those three things, we’re going to reallocate marketing spend.
“Don’t expect us to do a huge overlay. Certainly not at this point. We’re going to take spend from mid and bottom funnel, reallocate it to brand and top of the funnel, and in our major markets, you should begin to see that show up through the second-half, particularly once the summer is over, you should begin to feel the sharpened eBay brand in our major markets.”
Wenig also took to the eBay corporate blog to provide a State of the Company report one year after becoming eBay CEO. In a section called “the Future in Focus,” he addressed the new branding:
“We have also sharpened our brand to better express what makes eBay a great technology and ecommerce company. In a world where everybody wants to do everything, there’s one thing that we can do better than anyone else. We can help every person get their version of perfect, no matter what that is. That’s eBay.”
You can read more on what eBay executives had to say during the earnings call including its experiments on search results pages in this article from Thursday’s Newsflash.