eBay
THRIFTAY
Generation Z are motivated by money and in this current cost of living crisis there’s no cash to splash. This generation’s time is increasingly spent online, with 99.5% being online users and 87% being online gamers. Alongside this, Gen Z’s preference to shop online has increased by 20% since 2020.
Thriftay is a digital universe for Gen Z, combining virtual gaming with the online shopping experience. This feature of the eBay app will consist of preloved fashion from a multitude of sellers and will showcase exclusive discounts and desirable events to attract users. Entry to each shop floor will cost users tokens that they can gain by listing their old items on eBay. For users its a win win, an incentive to make money selling old items whilst gaining discounts on other products.
Problem
Lack of interest and incentive to buy, sell and continue selling preloved products on eBay.
Insight
Gen Z are spending an average of 12 hours a week on video games.
Solution
A digital e-commerce universe that will inspire Gen Z to immerse themselves in eBay and list, buy, play...repeat.
Speak The Language
Thriftay’s visual identity takes the basic shapes of a digital folder on a computer but alters it to create abstract shapes that act as doors to its digital environments. Thriftay's advertising strategy will focus on the unique benefits it offers to Gen Z users. By highlighting the platform's alignment with the online environment of gen z, as well as the opportunity to buy and sell preloved fashion from multiple sellers, Thriftay will appeal to consumers who value sustainability, affordability, and social interaction.
How It Works For The User
A minimal step experience is essential for this universe as it helps users achieve their goals efficiently, with minimal frustration or confusion. It also encourages engagement and satisfaction, making users more likely to return and recommend the product or service to others.
Remind Them What They Are Missing
eBay's Thriftay platform can increase user engagement and drive sales by introducing new events, shops, and floors. Collaborations with popular shows like Love Island, featuring outfits worn by contestants, can inspire users to shop for similar looks and list their items for sale. In addition, offering exclusive gifts and opportunities for users on higher floors will incentivise loyal customers to continue using the platform. By continuously adding new features and experiences, Thriftay can keep users engaged and create a vibrant marketplace for buying and selling.
