eBay's "Connected Technologies": Innovating Customer Engagement in the Retail Industry Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

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In 2013 and 2014, eBay stationed related technologies in shopping malls and retail stores and several sets of big, interactive touch screens. These "linked technologies" were used in various ways intended to help both shoppers and retailers. Shoppers could evaluate products utilizing the screens, and transfer the trade to their smartphone for completion. These displays were used by the business to gather info about the best place for a real shop, and to launch its brand in New York. In a shopping mall application, large screens were installed in vacant storefronts. In addition to providing information about products to shoppers, as well as the opportunity to buy, detailed advice collected about the flow of traffic near the screens, which could be used by the store or mall. This data included the amount of people that, and passed it, looked at it, halted at it and conclusively interacted with the screen. This is compared with online advertising but there is no method of understanding whether the advertisement was even noticed by the person.

The fitting room mirror was likewise a touch screen, which the shopper could utilize and assess alternative colors or accessories, to speak with a sales associate, and view selections in different lighting conditions. This case describes technical innovations, plus a possible vision for the future of retailing made possible by those initiations. It asks pupils how eBay should attempt to monetize these innovations, how the data collected needs to be packaged and used, and the implications of the vision for the future of retailing of eBay.

PUBLICATION DATE: December 13, 2014 PRODUCT #: M349-HCB-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP