Gireesh Joshi, Director of Customer Insights at eBay, outlined the
process behind which research-based insights are used at eBay to identify and
help the company select from strategic options around ‘where to play’ and ‘how
to win,’ respectively.
remain a pure Internet play or to become an omni-channel presence, possibly by
opening eBay brick-and-mortar stores, for example.
commerce’ focus, fueled largely by research into the role mobile plays in
store (‘showrooming’) and 63% of all purchase journeys begin online (‘bedrooming’).
‘We used to think consumers alternated between two parallel
worlds, but they don’t distinguish between online and offline. It’s all one
journey within which the Internet is pervasive,’ he said.
physical store, despite the fact that shopping online is more convenient and
the same items sold online frequently cost less.
principle, and they don’t like to delay purchase gratification.
brick-and-mortar store to the computer or mobile device, but we end up at the
store,’ Joshi said, noting 52% of shoppers have now bought online and picked up
their purchase in the store.
(notably Argos, accounting for about one-third of the retailer’s sales now, with one in five purchases made through a mobile device).
launched in the UK last year and has been so ‘amazingly successful’ that eBay
is planning a global rollout.
around the discovery leg of the purchase funnel. (Nugget: eBay found the
discovery process for women shoppers differs from that of men.)
selection and fulfillment aspects of shopping today, while the critically
important process of discovery remains poorly understood by everyone, including
know what it is they want’? Joshi explained.
Editor’s note: Gireesh Joshi was also featured in
TMRE’s Research Insighter interview series, in which he discussed how eBay
realized a NINE-FIGURE ROI on a predictive modeling-based approach that combined
behavioral data and survey research. Check it out here!
Marc Dresner is IIR USA’s sr. editor and special communication
project lead. He is the former executive editor of Research
Business Report, a confidential newsletter for the marketing
research and consumer insights industry. He may be reached at email@example.com. Follow him @mdrezz.