eBay became a unique business by offering people a whole new way of buying and selling at the intersection of commerce and community. The brand enjoyed meteoric success with enviable growth rates and an enormously profitable business model.
Twelve years in they hit a bump in the road: poor financial performance, loss of member interest, and an unsustainable buyer attrition rate. They had become followers, not leaders. Customer loyalty was diminishing, and team spirit was low.
Rallying the troops to get back in the game, they partnered with Signature to develop a bold and distinctive brand platform.
PRODUCT DEFINITIONProduct Recommendations and Roadmap
MARKET AND USER RESEARCHConsumer Profiling
VISION, STRATEGYInternal Stakeholder Alignment
Internal Vision Roadmap
Current User Metrics and Analytics Review
BRANDBrand Sentiment Analysis
Brand Positioning and Persona Development
Customer Experience Design
DESIGNOriginal Creative Concepts
PRODUCT & TECHNICAL SUPPORTSystems Integration
Partner Agency Management
Gamifying the Shopping Experience
We developed the brand platform “Shop Victoriously” around the excitement you feel when shopping and winning an auction. This feeling was supported with an immersive, content-rich interactive platform with a gamified shopping experience, and episodic videos by top comedian Andy Richter.
Richter hit the road in a “Winner-bago,” preaching the “Winner’s Guide to Winning.” All the action was captured via a continual web series, with each episode comprising the “7 Principles of Winnervators.”
To further extend the platform and provide the community with more inspiration to shop, we developed a dynamic content destination and syndication across social channels to further dimensionalize winning.
Let Them Post
eBay is about people selling to people. By giving merchants the tools to become influencers and connect more directly with their customers, we fostered a people-powered marketplace. “Let them post” gives eBay users the ability to post videos to tell their story and sell their hearts out.
Building personalization into the core of the product was key to connecting with our shoppers. At the heart of the overhaul was a curated recommendations engine and personalized catalog based on shopping behavior and psychographics.