Why are eBay promotion tools restricted?
David is an eBay seller but, unlike many eBay sellers, his company sells their own branded goods. As a brand owner David is used to offering price promotions so when he read about Strike Through Pricing in the eSellerPro – Selling On eBay booklet he was keen to use it. However he found out it wasn’t available to him and now asks why won’t eBay allow him to use all of the tools available? Here’s what he had to say:
Does eBay have a ‘Business Prevention Department’?
In the modern retail landscape we are ever more reliant on promotions and offers to attract and inspire customers to purchase from us. I have been trying to work out the most effective way of doing this with my eBay shop and discover why the most obvious tool is not available to all sellers.
It used to be that you had to have your item at the higher comparison price for twenty eight days prior to making a reduction. This stipulation was changed a few years ago giving retailers greater freedom to promote their items.
For example we now have the ability to launch an item to the market with an introductory offer.
Anyone who has used the eBay Markdown Manager will have discovered that it still requires that the item has been listed and not changed for 28 days prior to the sale being launched. And assuming you can wait this long you only get a 2 week selling window! In my opinion this tool is completely out of touch with the needs of today’s retailer.
So then we move onto the new Promotion Manager Tool. Having looked at this there is much to be praised. It offers a great level of control over order building promotions, voucher style activity and cross sell. Ironically you can set up reductions on newly listed products using this tool but it does not show the price comparison.
Strike through Pricing
Then you come to my bugbear and the reason for submitting these thoughts. There is another tool made available to some retailers and not others. Code name STP (Strike through pricing) it allows the seller to show an RRP, a saving and the resultant retail price. This is prominently displayed next to the Buy It Now button and clearly illustrates the saving and entices purchasing. The tool that all retailers need to communicate their offers effectively.
According to the eSellerPro – Selling On eBay booklet “Price is one of the most important aspects of the buying decision. Make sure you use the eBay strike-through pricing to stand out, entice your users and show value. eBay sellers report a 30% uplift in sales since using strike-through pricing”.
So, if it can improve sales by up to 30%, why do eBay limit this tool to a selected number of sellers and not offer it to all growing business sellers to help them communicate their offers to the benefit of their customers, in turn growing their sales and eBay’s profits?
Business prevention, I think so.