eBay will hold a sitewide sale tomorrow, June 6. These "flash sales" that give buyers a coupon code that eBay subsidizes are part of a new marketing strategy management is using this year.
While sellers like the idea of giving buyers an incentive to shop their wares, some believe holding sales too frequently can train buyers to hold off on purchases until the next sale.
Scott Cutler, Senior Vice President of eBay Americas, announced the June 6th sales event during a presentation to Wall Street investors today. He told attendees of the Bank of America Merrill Lynch 2018 Global Technology Conference that eBay was experimenting with its marketing.
Cutler said eBay was leveraging different levers and new levers in its marketing channels to drive two major things: one, to drive transaction growth on the platform, and two, to drive buyer acquisition. eBay is investing very heavily in marketing in both "top of funnel" to educate the market on, "why consider eBay"; and how to "convert that customer through performance channels into a transacting customer."
eBay has experimented in the first half of the year with some new opportunities including driving new buyers to the app and with sitewide coupons, he said.
"We're using this to drive velocity on the platform, which ultimately is a benefit to our sellers as well." Cutler told attendees to expect eBay to continue to experiment using different levers and channels.
A reader also stumbled a cross a seller promotion set to kick off on June 7th. The promotional offer summary reads "100 free auction-style or fixed price listings" and shows a start date of June 7th and an end date of June 11th - keep an eye out for the promotion (they are usually by invitation only) and be sure to read carefully for details and restrictions.
: Here's a link to the Promotion page offering 20% off a minimum order of $50 with max value of $100. Runs through 7 pm PT (10 pm ET) today - see terms on landing page
for details and restrictions.