eBay promotion puts customers in charge

In this election year, eBay is turning over mobile discounting to the popular vote.



eBay is launching a new promotion, “Summer of Choice,” that gives consumers a say in what products will be available at discount via mobile. Beginning June 24, shoppers can vote on their favorite Summer of Choice mobile deals on Twitter.



The first set of dueling deals will feature a Char-Broil Classic Grill at 70% off against a Nutri Ninja Auto-iQ Blender at 50% off. The polls will be open for three days, and the winning item will featured within the eBay app for 48-hours for purchase. The “Summer of Choice” coincides with eBay’s latest app update.



The Summer of Choice is a perfect example of how gamification and crowdsourcing can now be integrated into consumer promotions. The immediate, personalized feedback retailers can collect from customers via social media platforms such as Twitter can be leveraged to give shoppers a sense of control, as well as entertainment. Also it is probably not coincidental eBay is launching a major digital promotion that will run at the same time as Amazon Prime Day, which has been announced for mid-July.



“We know that Americans from coast to coast want choice – the right items at the right price – along with a quick and simple shopping experience,” said Hal Lawton, senior VP of eBay North America. “Our new mobile app offers the most seamless way to browse and buy millions of items. And, all summer long, eBay is letting shoppers decide the deals that are right for them – delivering in-demand merchandise at extraordinary value, directly to their fingertips.”