Advertising, Branding, Design, Local Brands, Local Business, Retail Brands, Technology

Ebay Using Digital Displays In Store …. But Whose Store?

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ebay storefront displayOver the years, eBay has been a company that has always been on the forefront of change and development for online shopping. They have engaged in research and development so that the company, while providing the same root service, is always changing and evolving to meet the needs in the market. In the fast moving world of technology, this has led to quite a bit of change, and the company is now much more than the simple auction site that it was at the beginning. One of the most recent developments has been the use of digital store-front displays.

How Do the Displays Work?
Essentially, the displays are just like the movie posters and advertisements that are already hung in high traffic areas – in the most frequently walked parts of New York City, for example, like Soho. The difference is that these new displays use touchscreen technology so that people can interact with them. They are more than just static advertisements that tell people about a product. Instead, they act as portals through which the people can purchase those products if they want. A screen that is relatively small – most are around two feet by two feet – can open doors to hundreds of products instantly.

How Do People Get the Products?
One of the most interesting parts of the whole project is that people need a way to get the products after they buy them. For instance, someone could select a new watch on the touch-screen, put in their name and purchasing information – a new service, called PayPal Here, will be used – and then place the order. If they stay at or near the display, the watch will be delivered to them by courier. This usually happens in under an hour. Of course, they could also opt to ship the items to their home in the traditional manner, but the couriers maintain the fun and excitement of traditional shopping, where items can be used right away.

The Advantage over Mobile Shopping
There are a few key advantages to this system over simply shopping on a mobile device, such as a smartphone or a tablet. First of all, it means that anyone can shop, even those who have basic phones or no cell phones at all. The customer base is not limited. Secondly, it means that people do not have to go in search of an Internet connection or a WiFi hotspot. Most people who want to buy something are not going to then wander around looking for a coffee shop where they can get it. They are either going to make the purchase right away or they are not going to make it at all.

Increasing Inventory
Another strong advantage for store owners is that these displays could be used to sell items that will not fit in the store itself. In New York and other cities, retail space is limited and expensive. Filling half of a small shop with a few sofas, for example, limits what can be sold. With this displays, though, the same sofa could be “on the sales floor” without taking up more than two square feet. Stores will now be able to stock far more items and then have them delivered after they are purchased.

Which Stores Will Use These Displays?
As mentioned, many furniture stores are interested in these displays. A few specific retailers are going to be onboard from the very beginning, though. First of all, Kate Spade is launching a new line that will be presented on the displays so that new stores do not have to be opened. Macy’s is also going to be using the displays to increase the amount of items being offered, as is Target. These huge retailers are going to use remote screens which will act as a form of advertising, but which also allow for customers to purchase items instantly, from anywhere.

eBay Storefront at Toys for tots

eBay Digital Storefront at Toys for Tots in San Francisco

Digital Displays
Digital Displays are becoming an increasingly popular “In Store” display option. With the advent of LCD and thin screen technology, digital displays can replace traditional media without the loss of space (See Assigns for “traditional digital displays”). However the Ebay “digital display” should perhaps be called a “digital shopping terminal”, we shall see as they develop this radical new sales tactic.

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Tim has been working with businesses to help them "own" their online space for the past 10 yrs. Dedicated to ethical, online marketing with the intention of inspiring an outcome or action at Online Ownership
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