Ebay customer value proposition

Few Facts about world of Internet

Source : Mc Kinsey website  

PART A : 1)How does the consumer value proposition for eBay India look? 2)What are the various factors a consumer looks at while interacting with an ecommerce site?

PART A 1) Consumer Value Proposition

What is eBay's value proposition is measured by seeing the company's common goal.

“Creation of a marketplace where sellers and buyers can trade freely.”

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E- bay provides a platform for purchase and sale of products, almost anything (all - legal products) and information on the same, e.g. how to sell, eBay policies, open a shop, watch list, purchase history, saved searches, etc.

Free shipping – flat rate couriers (free or sometimes 50 Rs. for fast delivery) Auction - The seller offers one or more items and sets a starting price. Buyers visit the listing and bid on the item during the online auction's duration.  

• Providing the best merchant platform • Offering top notch services

• A reliable and highly secured system  

  Reviews – eBay provides number of positive reviews, no. of negative reviews 

and no. of neutral reviews along with this the one can also view the comments.   eBay guarantee – they claim to put safeguard in place in case the eBay purchase 

experience goes wrong to make sure that the consumer gets the item they wanted or the money be refunded, including shipping. 

  Paisa Pay ‐ Paisa Pay is an eBay payment processing service. It is a fast, easy 

and secure way to accept credit, debit card and online bank transfer payments from buyers. This service eliminates the delay and hassle of conventional cheque / demand draft payments.  

 eBay Feed –  [Customized feed for individual customer] Some key features of eBay Feed include:   What you want is what you see: Users can create their own home page on 

eBay, based on interests, trends and brands, which matches and fuels their passion 

   Discover Possibilities: eBay Feed is intuitive. Users get a practically infinite 

range of products in categories, which matter to them the most  

 Reflecting Personality: Everyone has a distinct personality and eBay Feed populates products which define them, inspire them and hence give them an opportunity to discover themselves      

Its Social: The eBay Feed gives you an opportunity to expose your inspirations and showcase who you are on social platforms  

      Time Saver : The eBay Feed saves your time as it showcases each userʹs 

unique requirements on one customized home page.    

Defined Customer Proposition

For buyers • Trust to buy recommended products • Value for money as per their perspective • Selection as per buyers choice • Convenience to buy • Variety to its core For sellers • Access to broad global markets • Efficient marketing and distribution • Opportunity to increase sales • Profit • Access to reach customers easily 

1. Customer Support 2. Convenience 3. Digital Platform 4. Free Shipping 5. Prices 6. Payment Processing

Service 7. Product Reviews 8. Trust 9. Value 10.Variety

10 Customer Value Proposition Points

PART A 2) What are the various factors a consumer looks at while interacting with an ecommerce site?

User Interface - User friendly and attractive (style, design, colors) user interface which provides features that makes the site easy to use.

Free shipping - Free shipping can help set you apart from

competitors. Try adding it into your product prices and see if it increases conversions, you might be surprised from the lift even if product prices stay static.

Fast Delivery – Consumers appreciate for the product to be delivered

promptly, it makes them come back for another purchase. Many wouldn’t mind paying a little extra for this service.

Reviews – Reviews on the product helps a consumer decide whether

or not they should order it. Quality assurance and trust – Since the consumer is ordering online

they cannot touch and feel the product, it is important that they get quality assurance and trust factor in terms of value for money and service.

Live Help - Often ecommerce stores lose business when customers get

stuck checking out. REI offers live help to help people get through the checkout process and increase conversions.

Deals, offers and new arrivals - Offering consumers a deal of the day is a

great way to connect consumers with your brand—building brand loyalty.

Payment options –COD, various cards, etc. Many consumers appreciate

the Cash on Delivery option (especially in India). It provides a sense of security, the payment has to be done once the product is delivered.

Order tracking - makes it easy for the consumers to view the status of

their orders and track shipping. It avoids the impatient behavior that consumers face waiting for the product to arrive.

Product return policy – even if prices end up being a little higher than the

other retailers many will appreciate the return policy   

Customer service via social media – events, discounts, new arrivals, trends and hot selling items can be conveyed via social media

Social media being integral part of our lives feedbacks, complaints and appreciations can be welcomed through social media with immediate response and corrections to the consumers. It provides platform for the company to interact with the consumers.

Customer service – Customers appreciate prompt customer service that

goes above and beyond to rectify customer complaints and queries.  

PART 2 : How does this vary by segment? What are the various segments in the market and how does the degree of what they want (relative ranking of the CVP factors uncovered in part A above) vary across segments

Younger Buyer

16-23  

• Fast delivery & Free shipping, discounts, offers, attractive user interface, reviews, price, variety and trends 

Mid-age Buyer

23-35 

• This is a young working class group. This group makes the maximum use of e-commerce. This segment is comparatively mature and experienced they priority is quality assurance and trust, variety (new arrival and trends), customer service (including social media), payment options, reviews, shipping charges, fast delivery, etc 

Matured Buyer

35-45  

• Apart from all other factors, this segment also looks at return policies, convenience, customer support, etc. More cost oriented people 

“Consumer is the king” Consumers which use e-commerce range from 16 to 45+. Based upon availability of three important commodities money, energy & time We have divided them into three segments

Female – CVP Relative Ranking & Weightage   Our Thoughts :

16-23 Female • Highly looking for variety • They look for reviews on

larger scale • Prices eventually matter

23-25 Female • Due to lack of time,

convenience matters more

• Again variety makes a difference

35-45 Female • Again convenience w.r.t.

interface design, smooth flow of transaction with out error such are important

Male – CVP Relative Ranking & Weightage Our Thoughts : 16-23 Male • We believe guys are value

centric about investing in any product

• They need their product on priority and look for saving money

• Prices eventually matter

23-25 Male • They ease of access is

important for them and they research a lot about product as trust is essential

35-45 Male As they care for money more payment processing should be made easy and assuring

Group- Value Comparison

Female

• Product Variety is common across three age groups

• They looks out for recommendations and reviews

• The review instill a great sense of credibility

Group- Value Comparison Male

• Trust about the brand and product is what commonly male buyers look for.

• They looks out for recommendations and product reviews

• Customer Support is also important

Variety important Assurance is key

Time Saving Option and Convenience are key factors for working people in 20s

Smooth payment option and good product reviews are essential  

PART 3 : What are top imperatives for eBay given A and B? This will involve selecting priority segments from B (as per number of buyers and spend / buyer / year) and given what these segments want.

The Priority Segment needs to be • 1st Medium Age Buyer • 2nd Young Age Buyer

Top Necessities It is recommended that the UI design should be made more catchy,

attractive and youth oriented theme. The landing Page should highlight discount details and promotional

offers

There is a need of an informative landing page to educate the viewer about current offers and attract his attention.

This page should not display any product details. B2B & B2C Separate tab

Image shows a competitor’s Advertisement which should be avoided as it promotes competition. This can pull the visit traffic to its website. Consumers are used to the details being displayed on right side and Ebay has login details displayed on the left as against all the websites that has the same details on the right example- Fb, Twitter, Google, etc. This change is essential as the consumer today have been adapted to right side for login page.

• The new products and the products available for resale should be placed in different tabs so that the user clearly knows what he is getting

• Product descriptions should be structured and standardized across all offerings creating a uniform pattern for the ease of all users. Certain standard pattern need to be followed

• Website services also need to be more interactive with the help of Live help or special assistance for customers.

Group Member Name Roll No

Debarati Bose 66

Ipshita Banerjee 67

Meenal Joshi 118

Sanika Deshpande 85

Shikha Sharma 47