eBay buyers who counted on loyalty points earned in the first quarter to pay for purchase made in April are in a jam due to what is apparently a glitch with the eBay Bucks program
While sellers routinely say they have difficulties resolving problems through eBay Customer Service Reps, it's not a complaint we hear as frequently from buyers. But in this case, buyers are reporting that reps are unable to help them with their payment dilemma as they attempt to redeem their points.
It's not just a matter of the Bucks expiring at the end of 30 days - people have already made purchases and, as one shopper said, sellers expect to be paid right away. (We're not sure if this is going to result in an increase in unpaid items or not.)
In an article about the problem to be published in Monday's Newsflash, we also point out that some buyers are deferring purchases because they are waiting for promotions eBay generally sends out to participants offering them four or five times the rewards. Some are saying those promotions have dried up in April.
Which prompts the question, what's the best way to market to shoppers? It would seem the eBay Bucks program has a following and it may make the difference between making a purchase on eBay or on another site - though over the years eBay has scaled back on certain marketing programs such as eBay Bucks and its affiliate marketing program.
Last week, the head of eBay Marketplaces Devin Wenig outlined his thoughts on eBay's next chapter, touching on marketing - "diversifying how we acquire traffic and customers is an important part of our platform strategy. We are leveraging promising trends on social and messaging platforms to diversify sources of traffic and customer acquisition. And, eBay will transform its technology and marketing, which is currently in progress. All of this will help us grow more sustainably."
As sellers (and buyers), what do you think is the best way to use marketing dollars to reach shoppers? If you were eBay, how would you get new shoppers and encourage repeat sales? And what would you emphasize in marketing messages - the fun of auctions, low prices, safety in shopping, or something else?