By 2014, nearly a third of shoppers were trading-in or selling their old mobile phones in-store, when making an upgrade, and another third were holding on to their old phones. Both groups faced barriers to selling their phones online. Armed with this data, eBay saw the opportunity to develop an enhanced online mobile phone trade-in/selling program, but needed more information on the specifics of how to proceed.
The research helped eBay make enhancements to its cellphone selling program and launch a major marketing campaign to coincide with the launch of new cellphones by major companies in the fall of 2014.
CMB combines the very best of advanced analytics know-how and strategic consulting. From design to implementation, CMB is a true partner that really understands our business. The CMB team’s work was critical to the success of one of our top priority projects—helping us define the target market and finalize the actual offer.
Sr. Director B2C Selling at eBay
About the Client
eBay Inc. is a global commerce leader that connects millions of buyers and sellers around the world. The company enables economic opportunity for individuals, entrepreneurs, businesses and organizations of all sizes. eBay is currently operating in 190 markets around the world. Learn more about eBay here.