eBay experience provides e-tailing lessons
February 03, 2004 |
Multichannel retailers had better get their customer service correct the first time. Unlike in-store experiences, satisfaction is key to online customers.
Once the online home of individuals looking to sell and find collectibles, eBay has grown to be an important Internet locale for many household-name retailers. Large enterprises, such as Sears, increased the number of items they offered through eBay by 50-100 percent in the 2003 holiday season. Last year, the value of merchandise passing through eBay auctions reached US$24 billion, a 60 percent increase from the previous year.
There are lessons to be learned from eBay’s holiday performance, Aberdeen Group’s Kent Allen told CRM Daily. Brick-and-mortar retailers that specialize in discontinued or overstocked goods—such as Kohl’s—saw mixed results this holiday season. But retailers that utilized the online channel to their advantage picked up customers looking for a different kind of shopping experience.
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