eBay - Christmas
How we arrived at our proposition Problem eBay is viewed as a marketplace for used goods, and customers aren’t necessarily aware of all the retailer partnerships. Challenge Convince eBay users to use eBay during Xmas as a one-stop-shop, a sort of “online Westfield.” Consumer Insight Consumers long to spend time with those closest to them at Xmas, but are too often overwhelmed by accumulating tasks and unwanted obligations. Brand Insight eBay hosts storefronts for Australia's biggest retailers, and offers many convenient options for customers to buy and collect their goods. Strategy GET: eBay users TO: Use eBay for all of their holiday shopping BY: Demonstrating the time-saving benefits of this one-stop-shop Proposition “eBay gives you (back) the priceless gift of time”
