Top ecommerce portal eBay is doing it all for sales promotion: from holding special charity auctions to launching new commercials.
So if you want to work out with Salman Khan or get a chance to lunch with Amitabh Bachchan, just log on to the online marketplace and start bidding.
That's not all. Early this month, eBay launched its latest TVC in India and claims that since then the page views have increased by 11 per cent and the time spent by visitors has gone up 10 per cent, as per Alexa metrics.
eBay India, which has over 2.5 million registered users who come from around 2,500 cities, is hopeful of expanding it audience and reach with these marketing initiatives.
In India, the e-commerce business is growing at 30 per cent and eBay is growing at twice that rate at over 60 per cent. Ambareesh Murthy, country manager of eBay India, says,
"The last three TVCs and below-the-line marketing activities have grown the market share of eBay and we are now ranked as the top ecommerce site in India."
Murthy, who has been closely watching the steady rise in the broadband and overall internet subscriber base in India, adds, "The next three months will be eBay's busiest."
On site, as part of the Diwali Dhamaka, eBay is running free gift promotions which give buyers assured gifts. "To reward our regular shoppers, we have a reward points programme 'eBay edge' for the festive season. With eBay edge, buyers can earn reward points on every purchase and redeem them against eBay discount vouchers," Murthy elaborates.
eBay is also witnessing a growing interest among its visitors for the 'Global EasyBuy' service, which was launched last year to improve the range and selection of products available on eBay.in. Global EasyBuy gives Indian consumers products listings from international eBay sellers when enough listings are not available on eBay.in. "This has helped in improving the efficiency that our users expect online," reasons Murthy.
The latest TVC, which has been developed by Piyush Raghani and produced by Old School Films, highlights the frustrations experienced by a woman while shopping in a crowded mall, and positions the portal as the new way to indulge for all festival shopping needs - a destination for a convenient shopping experience from the comfort of home.
Besides a combination of TV and outdoor hoardings, eBay is also channeling digital and social mediums to drive awareness and encourage Indians to shop their heart out this festive season.
Being the largest online marketplace is not enough for eBay. Murthy claims that the site is mulling a foray into mobile commerce. "Mobile penetration has grown exponentially in India and it would be foolish to ignore this fast growth. While eBay has launched mobile applications that allow international audience to buy or sell mobile phone, in India we are still in the process of launching the service."
With 3G services expected to roll out by the year end, eBay's wait might just be worth it.
Globally, the website has announced the availability of its first application for Windows Phone 7, in conjunction with Microsoft's international debut of its Windows Phone 7 devices. The eBay app will be available for free download to Microsoft Windows Phone 7 users across the globe.
In 2009, eBay's mobile gross merchandise volume (GMV) was over $600 million. eBay expects to generate $1.5 billion in GMV through mobile commerce in 2010.
