San Jose, Calif. – eBay is coming to International CES next
week with a new electronics team and a fresh market strategy designed to
bolster the independent dealer channel.
The plan, which was first deployed successfully for the
company’s automotive and fashion stores, is intended to give specialty CE
dealers a leg up in e-tail by leveraging the services and selling platform of
the world’s largest e-commerce company.
The approach is two-fold, explained Noah Herschman, a
longtime industry veteran (Tweeter, Amazon.com, Staples China) who joined eBay
in August as senior director/chief electronics merchant: First, to work
directly with vendors to enhance the presentation of their specialty brands
within eBay’s electronics store; and second, to provide an e-commerce
alternative for dealers who are experts in audio and video, but may trail more
sophisticated e-tailers in online know-how.
The initiative, he said, would help level the online playing
field for independents, allow vendors to help shape the way their brands are
presented, provide a richer shopping experience for the 11 million CE
enthusiasts who shop eBay, and strengthen a critical but consolidating
distribution channel for manufacturers.
“It’s a way for regional dealers to have a robust online
strategy,” Herschman said.
eBay will herald its new CE strategy at next week’s show,
where it will maintain a high profile by meeting with vendors and retailers, sponsoring
the show’s badges, and offering its president/CEO John Donahoe as the keynote
speaker at the Consumer Electronics Association’s 2012 Leaders In Technology
Dinner at the Wynn Las Vegas on Jan. 11.