Tiffany’s vs. eBay
By admin | Posted in Tech stuff | No CommentsHow buyers arrive at eBay and find your products.
It is not difficult to see why Tiffany & Co. does not want their products sold on eBay - fakes or not. EBay simply devalues your brand worth. In marketing there is something called perceived value and prestige pricing, and this is built into the product offering and does affect purchase decisions, people buy expensive jewellery for its intrinsic worth. You wouldn’t expect to find Rolex at Wal-Mart or Wedgewood at a cheap store. Many manufacturers frown at their products being sold on eBay for exactly this reason. Just by being able to buy Tiffany jewellery on eBay devalues their brand. It doesn’t even matter whether they are fakes or not. Of course they should fight counterfeiters at every level, but eBay has millions of people surfing its site, so the exposure to selling Tiffany on eBay means Tiffany is aligning its product with bottom of the barrel customers. How do we know this, you can see from this simple chart how users might move around the web until they finally ‘check out’ eBay, by this time you are left only with bargain hunters:
