eBay’s “Connected Technologies”: Innovating Customer Engagement in the Retail Industry Harvard Case Solution & Analysis

eBay’s “Connected Technologies”: Innovating Customer Engagement in the Retail Industry Case Solution

In a mall application, big screens were set up in uninhabited stores. Besides supplying buyers with info about items, and the chance to purchase, sensing units gathered in-depth details about the circulation of traffic near the screens, which might be utilized by shop or shopping center. This information consisted of the variety of individuals that passed the screen, took a look at it, stopped at it, and communicated from it. This might be contrasted with online marketing, where page views are counted, however there is no other way of understanding no matter if the individual even saw the ad.

This case explains technical developments, and a prospective vision for the future of selling enabled by those developments. It asks trainees how eBay need to try to generate income from these developments, how the information gathered ought to be packaged and used, and the ramifications of eBay's vision for selling's future.

Knowing Goal

This case was established for a course on money making of information, however might likewise be utilized in courses on selling and development. The mentor objectives consist of revealing the advancement of innovations that may be put on selling, which could be utilized to gather habits information about consumers. Numerous organisation designs using these innovations can then be talked about and assessed for their effect on a variety of groups, consisting of sellers, consumers, and online marketers.

In another application, Rebecca Minkoff's very first U.S. retail shops bundled big touchscreens for searching and choosing products to get required to a dressing room. The dressing room mirror was likewise a touch screen, which the consumer might utilize to interact with a sales partner, examine devices or alternate colors, and view choices in various lighting conditions.


In 2013 and 2014, eBay released a number of sets of big, involved tap screens and associated innovations in mall and stores. These "linked innovations" were actually utilized in a range of methods planned to benefit both consumers and sellers.

In one case, screens functioned as "digital stores" in 4 areas through New york city City for a brand-new style brand name, Kate Spade Saturday. Buyers might assess items utilizing the screens, and move the deal to their smart device for conclusion. The business utilized these screens to introduce its brand name in New york city, and to collect details about the very best place for a physical shop.

This is just an excerpt. This case is about Business

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