Module 3 exercise 6.6

Exploring online auction sites.

Choose any two of online auction sites below. Explore each of them from the perspective of a buyer and of a seller.
For each one try to answer the following questions, using quotes from the site where appropriate to substantiate your answer:
 
  1. How does it gain the trust of the buyer? What reassurances does it offer?
  2. How does it gain the trust of the seller?
  3. How does it address the issues we covered in the segment on policing?
  4. How has it increased richness and reach compared with traditional means of selling items?
  5. In what way does it differ from the other site you looked at (if at all)?

QXL

1.
QXL gains the trust of the buyer by presenting a professional looking site with links to good buying advice. That includes "How Do I bid Safely" this tells you about star sellers, people who sell regularly and with good results and there for get a good rating. Ratings are a balance between good and bad feedback. If a seller gets a lot of good and very little bad feed back there rating will be high. The QXL Buyer Protection section gives details of its insurance. (up to £150 worth of protection if buying from a seller with ratings of 3 and above)
QXL also as Merchant Partners these are known businesses associated with QXL, here is a quote from the web site:-
"You can also select to buy from a Merchant Partner. A merchant partner will have guarantees on their items (you will need to check the auction page for details) and will provide a high level of service."

2.
Again trust is generated by a professional looking site and links to selling advise. The seller does not dispatch the goods until payment is received. And to protect his success fee (the fee he pays to QXL for a successful auction) against the buyer not sending the monies owed there is a means of reclaiming it.
To quote QXL:-
"We ask that you allow your buyer 4 days to reply to your email. Sometimes people travel unexpectedly, or have trouble with their computer. Most likely, the buyer forgot to check his/her email. If you haven't heard from your buyer after 4 days, we suggest you consider the sale void. If this happens, you can comment on the buyer's member rating in Rate a QXL member. You are also eligible to reclaim the success fee paid for this auction. To do this, please go and Request a fee credit."

3.
Buyers and sellers have to register in order to trade. There is a lists of items that cannot be sold (stolen, copies of games etc.) There is also a forum were problems can be discussed. Plus all of what is in answers 1. and 2.

4.
Richness is increased by the photos and there been much more room for a fuller description than there is in a newspaper or magazine advertisement, also if there is a full make and model listing the a link to the manufactures product page will give even more information.
For the seller reach is greater because as long as he is prepared to post the item he can sell outside his immediate area.
For the buyer the same applies.

5.
There is not a lot of difference between auction sites (One exception being my next choice Bid4sport) other wise content and size vary but layout tends to be similar.
.

Bid4sport

1.
This site relies on its presentation and the fact that it is a charitable site i.e. Proceeds go to charity. Reassurance about the items is given with the issue of a Certificate of Authenticity.
To quote the site:-
"Each item is issued with a Free Certificate of Authenticity (COA) that states what the item is and I personally sign it. I would not allow anything that was even remotely curious to be placed on the site as it is my own name that certifies its authenticity. This certificate is a bid4sport Lifetime Guarantee of Authenticity. If at any point you wish to question the authenticity we will happily answer any questions you may have. If you wish to return your item we will happily refund the original amount to you"

2.
The people giving the items to the site for auction know the author / publisher of the site and also probably know other sports personnel who have donated items.

3.
As this is a single seller site his reputation and the Certificate of Authenticity is the only policing needed.

4.
This is a specialised site and the richness is in the unique product that is been sold, the net increases reach over and above newspapers or magazines.

5.
Bid4sport is a different kind of site in that it sells sports items mostly autographs or personal items in aid of charities (Peggy and friends. Or one nominated by the donator of the item).

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