AuctionBytes recently conducted a survey of readers to learn more about multi-channel selling behavior. Results showed the majority of respondents had different pricing strategies across the venues on which they sell; sellers are more likely to sell items at a higher price on Amazon and eBay, and at a lower price on their own website, online storefront or offline venue.
Respondents
Fifty-four percent of respondents had been selling on multiple venues for 2 years or less, 17 percent for 3 - 4 years, and 29 percent for 5 or more years. Sixty-two percent of respondents reported annual sales of up to $50,000, 32 percent earned between $50,000 and $1 million, and 6 percent had annual sales of over $1 million.
Pricing & Shipping-Discount Strategies
Seventy-six percent of respondents reported they had different pricing strategies on the different venues on which they sell. The most likely venues at which sellers sold items at a premium were Amazon and eBay. The most likely venues at which sellers sold items at a discount were their own website, offline venues (Brick-and-Mortar stores and shows), and niche auction sites.
Fifty-four percent of respondents said they offered different shipping charges across the venues on which they sell; 75 percent offered multiple-item shipping discounts on one or more of the venues on which they sell, while 60 percent offered free shipping promotions.
Fifty percent of sellers said they run sales or markdowns. Sellers are more likely to reward past customers than new customers: 7 percent of retailers offer first-time buyer discounts, while 32 percent offer discounts to previous buyers.
Twenty-nine percent of sellers said they offer coupons; 10 percent said they participate in coupon code or promo code sites as a seller. For sellers who do participate in coupon sites, RetailMeNot.com was the most popular. Other coupon sites included DealTaker.com, FatWallet.com, Couponcodes4u.com, Ebates.com, PromoCode.com, VoucherCodes.com, CouponCabin.com, Merchant Circle, tjoos.com and Google Coupon.
Respondents wrote in the comment field under types of promotions they offered: free gifts, "best offers," and discounts
Marketing
Fifty-four percent of respondents engage in up-selling or cross-selling practices on their sites and storefronts. Other marketing activities include the following:
- 58 percent of respondents include marketing inserts with orders to customers.
- 32 percent of respondents regularly send emails to past buyers.
- 13 percent of respondents sell gift certificates to their store.
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