john jo eastwood-ebay
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> future of commerce > understanding your customers > future of advertising
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one year ago… Inflection point in retail.
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online offline ‘New retail’ emerging Consumer behavior changing
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commerce revolution
today’s retail reality!
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mission control device...
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new retail interface
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10
eBay Inc. enables commerce
Demand Generation Merchandising Shopping Transactions Business Services
ü Storefront
ü Local inventory
ü Distribution
ü Discounts
ü Mobile
ü Catalogues
ü Product pricing
ü Merchant info
ü Browse history
ü Buying history
ü Identity
ü Personal offers
ü Full lifecycle
ü Closed loop
ü Check-in
ü Pay in aisle
ü Buy on mobile
ü Traditional Web
ü Decouple pay vs. ship or fulfill
ü User and transaction data
ü Shipping
ü Order management
ü Re-targeting
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being the customer!
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Lifecycle Stage
Social Status (SES)
Affluent
Poorer
Younger
Living at Home
Young Independents
Young Families
Middle Aged Families
Mature Families
Mature Independents
Early Seniors
Late Seniors
Older
10
9
8
7
6
5
4
3
2
1
A G B F E D C H
V
V
V V
Living atHome
YoungIndependents
YoungFamilies Families
MatureFamilies
MatureIndependents
EarlySeniors
LateSeniors
10
9
8
7
6
5
4
3
2
1
Soci
oeco
nom
ic St
atus
Lifecycle Stage
Middle AgedLiving atHome
YoungIndependents
YoungFamilies Families
MatureFamilies
MatureIndependents
EarlySeniors
LateSeniors
10
9
8
7
6
5
4
3
2
1
Soci
oeco
nom
ic St
atus
Lifecycle Stage
Middle Aged
Gen Y Value Seekers
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future of advertising!
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personalisation & relevancy…
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> commerce has changed forever > consumers are in control > personalisation and relevancy
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