Hoping to drive sales forward, eBay launched its ‘Bucks’ program last spring, offering a 2% rebate to buyers in the form of an online bonus handed out each quarter.
There are almost 2,000,000 eBay buyers in the eBay Bucks program. eBay sent a mass email to all of them, announcing the launch of the program as well as follow-up reminders. eBay also added links on all of its pages to the Bucks program for enrolled buyers.
It’s been a success, offering an incentive for buyers in a time when every dollar saved on a purchase is appreciated.
When the Bucks program re-launched several weeks ago, eBay’s largest consignment seller of vintage sports cards stepped forward. New Jersey-based Just Collect handles sales for busy consignors and has a large base of clients who follow the company’s weekly auctions. By adding a 4% rebate of its own to the promotion thanks to a strong relationship with eBay, Just Collect says interest in its weekly listings of cards and memorabilia jumped.
“Our page views sky rocketed during the promotion,” said Scott Greenwald of JustCollect. “We were averaging about 12,000-15,000 page views per week before the promotion, and on the first day of the promotion, we had over 10,000. Following the initial pop, we are averaging about 23,000 page views per week.”
The 75% increase in traffic and resulting sales have also helped on the other side of the company’s business model, according to Greenwald.
“Our consignors are the real beneficiaries of this promotion. Not only are their cards being exposed to a massive number of people due to our involvement in the program, but Just Collect is paying the entire cost of our 4% incentive out of pocket. While consignors are seeing their cards sell for excellent prices, there is no additional cost to them beyond our normal commission.”
Some buyers no doubt see the 6% cash back as an opportunity to escape a seller’s shipping fee. Others just like having a bonus emailed to them each quarter to cross another card off their list without having to pay for it.
Not sure what to expect when the program began May 19, the next morning revealed that the 2,000,000 emails were read and heeded as a call to action.
“In the office, it is a very exciting and hectic time,” said Greenwald. ” We were hit with a huge wave of questions, best offers, and sales, and our staff had to work overtime to keep up. We did keep up, though, and all cards have been shipped out the day following their sale, as usual.”
The company currently has 7500 cards and pieces of memorabilia available.
Sports Collectors Daily is along for the ride as we go inside Just Collect, eBay’s largest consignment seller of vintage sports cards. Every week, the New Jersey-based company deals with collectors, dealers, and investors across the country.
Leighton Sheldon and Scott Greenwald, the duo behind this very busy and popular outlet, never know what’s going to show up in the mailbox as consignors look to liquidate. Neither do the thousands of collectors on their mailing list who await each newsletter.
In the coming weeks, we’ll be bringing you stories from inside the company, focusing on the unique and rare sets and singles Just Collect handles, the stories behind some of them, and we’ll learn first hand about the hobby trends they observe first hand from buying and selling hundreds of high-end graded sports and non-sports cards and memorabilia every week.