EBay Joins Catalog Ranks

Share this content:
Online auctioneer eBay, San Francisco, touches down on the printed page for the first time this week in the eBay Holiday 2004 catalog.


The 32-page color catalog mailed yesterday to several million registered eBay users. It contains 116 items from categories including clothing, accessories, jewelry, computers, electronics, toys, books and video games.


But unlike most catalogs, recipients can't place orders through the book itself. The only way to make a purchase is to go online to eBay.com/catalog.


The items in the catalog are "a representation of what's going to be on the site" and won't necessarily be there when a specific individual visits the site, said Dean Jutilla, eBay's senior manager of corporate communications.


EBay tried to select items for the catalog that would be in high demand for the holidays based on sales trends. It also included a few hard-to-find items such as a signed copy of Bill Clinton's book, "My Life."


A price is assigned to each item with the explanation that the price could be higher or lower, based on demand, once the shopper goes to eBay.


EBay experienced a jump in sales last year around the holidays. With industry analysts predicting an increase in online sales this holiday season compared with last year, the company produced a catalog to ensure it is top of mind among consumers, Jutilla said.


"This is all part of the marketing effort to encourage shoppers to buy at eBay for their holiday shopping this year," he continued.


In addition to the product description under each item in the catalog, there is also a suggested series of words that browsers can use to search to go directly to the page on which that item appears.


In some cases, shoppers will be brought to a page with similar items. For example, under the photograph of a vintage brooch in the catalog is the suggestion to search using these words: vintage (brooch*,broach*). This ensures browsers will see several options. It also takes into account that people selling jewelry might misspell the word "brooch."


EBay is taking a "wait and see" approach with the catalog and any decision to publish further editions, Jutilla said.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here