eBay launches new "Fill Your Cart With Color" personalized shopping experience
According to the “Get Real” survey by eBay, 93% of Americans want the things they buy to reflect the “real them.” In response to the consumers’ wishes, the global marketplace launched on Monday “Fill Your Cart With Color,” a new brand platform for its 169 million active buyers that celebrates individuality and self-expression.
The launch of “Fill Your Cart With Color” comes months after the launch of personal shopping concierge ShopBot. EBay spent 18 months of research and testing to develop ShopBot, which makes navigating the website’s listings much simpler for customers.
“Fill Your Cart With Color” is eBay’s second program this year designed to simplify its website that has 1.1 billion listings at any given time, in which 87% are Buy it Now listings.
Developed with global marketing and advertising company 72andSunny Los Angeles, “Fill Your Cart With Color” is a personalized eBay shopping experience that leverages AI and Machine Learning technology to give shoppers tailored recommendations and a unique inventory mix.
EBay and 72andSunny commissioned directors Bridget Savage Cole, Josh Nussbaum and Director X to capture what makes eBay different and help create the platform. Each director shot their component on the spot separately in Chicago, Los Angeles and New York City.
"Real people curate their lives with a spectrum of things, and it's impossible to script that, it has to be captured in the moment," said 72andSunny Executive Creative Director and Partner Matt Murphy. "We took a completely different production approach, collaborating with multiple directors to show real people, their passions, interests and hobbies, and how they express themselves with what they shop for."
To support the launch, eBay is launching a national television spot that will also appear in cinemas and social media.
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