Dr. Stephan Zoll, CEO ebay Germany
Dr. Stephan Zoll, CEO ebay Germany
 

25 May. 2011

EBAY GERMANY WITH NEW MARKETING CAMPAIGN

“This is the most exciting time in my career at ebay“. With these words, Dr. Stephan Zoll, CEO ebay Germany, welcomed the audience at the ebay press conference in Berlin on Tuesday to give a report on the company’s future marketing strategy and business development in Germany.

The event’s highlight was the unveiling of the online retailer’s brand new ad campaign – with an amount invested in the two digit million range.

Started as an internet auction house for used items by private sellers, today, ebay also offers a diverse assortment of new goods and fixed-priced items by professional retailers. In 2010, the trading volume -generated by fix-price-sales- increased by about 15%. The amount of fix-priced-goods grew up to 58% in the last couple years.

The new ad campaign - being spread in print, TV as well as within social media networks including a cooperation with YouTube - targets to optimize the company’s image towards a modern shopping universe. “So far, ebay is misleadingly noticed as a pure internet auction platform offering used goods by private suppliers. With our new ad campaign, we intend to show, that ebay meanwhile also offers a wide range of new goods by professional retailers,” Jan Waltenbauer, Director Strategic Marketing & Brand at ebay Europe, said.

To better serve the individual buyer’s needs in the different product categories, ebay initiated to make their market place vertical, starting with a makeover of its fashion segment some months ago. The investment included marketing activities, iPhone apps, a print campaign, fashion outlet openings in Germany and the UK, shops run by brands and retailers as well as appointing Miriam Lahage as new General Manager ebay fashion worldwide.

“Changes pay out,” Dr. Stephan Zoll reported. „In the fourth quarter of 2010, the fashion segment at ebay grew stronger than the e-commerce market. With more than 8.7 million unique users per month in the categories of shoes, accessories and apparel, ebay fashion tends to be the most visited online platform for fashion.“ In 2010, more than 40 million fashion items were sold via ebay. Jan Waltenbauer added: “Due to our changes and last print fashion campaign, there was a 400% increase of people coming directly to our website“.

“Fashion and automobiles are our strongest markets,” Jan Waltenbauer emphasized. “There is lots of potential for ebay to further differentiate and we want to grow at least with the market“. In addition to the newly launched general ebay ad campaign, the fashion-focused print campaign still runs until July – certainly followed by new designs with seasonal appearances.
making-of of ebay TV spot
making-of of ebay TV spot

Karin Leiberg

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