The etailer held an immersive shopping experience this week that combined its online catalogue with personalisation technology.

Ebay collaborated with Saatchi Art to create what it described as “the world’s first subconscious shopping experience”.

The immersive shopping event, entitled The Art of Shopping, involved visitors looking at works of art while wearing an EEG headset, created by brain technology company Myndplay, to monitor what caught their eye.

After exploring the art gallery, visitors would receive a personalised shopping cart filled with product suggestions that had been selected based on their artistic preferences.

The shopping experience marks eBay’s push into personalisation.

Getting personal

The online marketplace’s head of personalisation Bradford Shellhammer told Retail Week that eBay will be rolling out new personalised shopping technology on its UK, German and US websites during the upcoming Christmas shopping period.

The new technology – called eBay Interests – will showcase personalised products to customers based on a variety of factors including their previous shopping behaviour, personal style and interests.

Ebay’s UK vice-president Rob Hattrell, who succeeded Tanya Lawler earlier in January, said: “Shopping has always been intensely personal. It’s an expression of what makes you, you. This year, we want to put inspiration back into shopping and encourage people to find what they love.

“We want to be there for consumers when inspiration strikes and offer a more personalised shopping experience. Through The Art of Shopping we’re exploring this in a fun, engaging way, but the integration of Interests at the end of the year gives a glimpse into how we see the future of shopping on eBay.”

The online marketplace launched a dedicated online hub called The Entertainment Shop on its website last month to cash in on the resurgence of physical media.