enable the monitoring and controls that would allow retailers to adhere to their vendor agreements while allaying the concerns of vendors. “During this discovery process, our plan is to work with our vendor part- ners to be sure we understand all of the concerns they have over allowing their products to be sold by individual retailers on the online space,” Cook added. “As we develop this project into a viable marketplace, we want to make sure that we employ the ability to ensure that those concerns are met.” However, it’s not quite clear that all of the concerns can be met. Companies like
Crutchfield.com,
OnlineCarStereo.com and
SonicElectronix.com might not be happy with the arrival of a competitive force online, especially with the backing of eBay Motors. “At that point it becomes a question of delivering value, “continued Cook. “On one hand you have established online retailers that do a great job at fulfilling orders and providing customer support. On the other hand you have potentially hundreds of dedicated specialists, selling in a controlled environment, working face to face with customers to deliver products, provide professional installa- tion, suggest complementary products, and most importantly, provide a face and a name that customers can come back to if there’s ever a problem.”
Industry Promotion Trough Partnership For eBay Motors’ part, the market- place could be presented to its audience in a number of ways. First is to market accessory sales for vehicles recently pur- chased by its existing core of members. Second, and potentially more valuable, is to present these opportunities during the vehicle transaction, when buyers are most excited and enthusiastic about their purchase. Third is an ongoing marketing effort to specifically promote the new marketplace. “By leveraging nearly 1,000 MERA
retail members, eBay Motors can launch a nationwide email campaign to millions of its subscribers who recently bought a car or accessory to enhance their driving experience,” Cook said. “This campaign would promote the benefits of buying installed from a local authorized retailer.” The solution would differ from current models like Shopatron, in that the retail- er—not the vendor—is at the center of the buying experience. “Shopatron, or any fulfillment solution through authorized channels is a good
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“eBay Motors can launch a nationwide email campaign to millions of its subscribers who recently bought a car or accessory to enhance their driving experience. Tis campaign would promote the benefits of buying installed from a local authorized retailer.”
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