TECHNOLOGY

eBay personalizes every shopper’s visit

BY Deena M. Amato-McCoy

Shoppers are demanding that retailers treat them as individuals, and eBay is listening.

eBay is launching an enhanced, more personalized eBay shopping experience through a new homepage that is responsive to its individual customers’ interests. Leveraging artificial intelligence (AI) and machine learning technology, eBay is tailoring recommendations across all categories during each shopper’s new site visit, and serving up an inventory mix that's unique only to them.

The program stems from results of a new study conducted by eBay. In this report, the retailer learned that nine out of 10 Americans (93%) want the things they buy to reflect the "real them.”

To bolster these enhanced, individualized shopping experiences, eBay also launched a new advertising and branding strategy dubbed "Fill Your Cart With Color.” The program, which was developed with upstart creative agency 72andSunny Los Angeles, will launch with a new TV spot, followed by an approach across TV, cinema, out-of-home (OOH) advertising, such as billboards, display and social, the company said.

The new creative captures real, vibrant people — from a celebrated artist, to a sneaker aficionado, among others — sharing their passions, personality and perspectives. Each highlights selections from eBay's cross-category merchandise and just a few of the ways shoppers can use eBay to find what's perfect for them, the retailer explained.

"As consumers pursue their passions and reject conformity, both in commerce and culture, 'Fill Your Cart With Color' celebrates the things that truly make people unique, and connects to what people love about eBay, from new and unique items to personalized experiences,” said Karl Isaac, VP of global brand at eBay.

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