eBay launched a month-long campaign today to promote the eBay Buyer Protection Program – a program it has been running since January, 2010. In a nutshell, eBay Buyer Protection covers the purchase price plus original shipping of most purchases on eBay.com.
According to a study commissioned by eBay and conducted online by Harris Interactive:
• More than half (52%) of shoppers agree they like to shop with small retailers when purchasing online
• 78% of shoppers said they would have an increased likelihood to purchase from a small retailer if the retailer is part of a marketplace that offers buyer protection
• Nearly half of shoppers (47%) said that buyer protection programs, like eBay’s, make small online sellers more competitive with large online retailers
I sat down with Lynda Talgo, Sr. Director of eBay Resolutions, earlier this year and interviewed her about the eBay Buyer Protection program when it was first introduced so it seemed only fitting that I sit down with folks again to talk about what we’ve seen and heard so far and what consumers are getting out of the program. I spoke with Kellie Cobaugh, Sr. Manager of Resolutions, eBay Buyer Protection and also managed to sit down for a few minutes with CEO, John Donahoe. Here you go…
From the press release:
Since the launch of eBay Buyer Protection, eBay has seen significant increases in trust, confidence and spending from shoppers familiar with the program. New research shows that shoppers familiar with eBay Buyer Protection spend twice as much as shoppers who aren’t aware of the program and are 30 percent more likely to recommend eBay as a shopping destination to friends and family. That creates clear benefits for independent eBay sellers and small-business entrepreneurs.
To broaden consumer awareness and provide more support for eBay sellers as they head into the competitive holiday shopping season, eBay Buyer Protection will be promoted throughout the month of October through on-site, email and social media marketing and engagement. The campaign is expected to generate an estimated 25 billion impressions between now and the end of the year, 5 times the number of people worldwide who tuned into the 2008 Beijing games, according to Nielsen.
Check out the AB post too.
Cheers,
RBH