|Fri June 8 2018 22:58:32|
eBay Runs Dedicated Brand Sale for Adidas
By: Ina Steiner
eBay is running a 60% off sale on Adidas branded goods, but it appears all of the items featured in the sale are sold by Adidas itself (user name adidas_official). After clicking around, we couldn't find listings from any third-party sellers included in the sale.
The impact of a dedicated brand sale on sellers is a kind of glass-half-full/empty argument. Some would argue that by sending an email to users featuring a 60% discount on a popular brand will get people to click through to the site. They would argue that even though shoppers will only be browsing through listings sold by Adidas, getting people to visit eBay will ultimately benefit all sellers.
Others would argue that a dedicated brand sale
hurts every other seller since they're getting no exposure when shoppers click through to the pages featuring the brand.
There's actually another argument - some might say such a deep discount harms brand integrity. While Adidas can move a lot of inventory this way, it's not clear it's the best strategy for a brand to teach shoppers to expect deeply discounted inventory. And after all, brands are the ones restricting retailers from advertising below MAP prices - they usually want to maintain suggested retail pricing.
eBay often promotes sales that benefit only a select number of sellers through its eBay Deals program. But featuring a single brand's listings signals an approach we may see more of as eBay tries to attract more brands to its marketplace.