Ritchie Bros
Initiative
With over 30 per cent of China’s consumers shopping on mobile, having a responsive design that functions across multiple brands, operating platforms, and screen sizes directly affects conversion rates and ultimately ROI.
Business Problem
As Ritchie Bros. embarked on its China initiative to launch its first auction, WPIC Marketing + Technologies was approached to drive attendance at auctions, initiate RBA’s China mobility program, and activate live auction bidding. Having spent nearly 10 years obtaining its 100 per cent wholly-owned license to operate in China, Ritchie Bros. was ready to invest in web strategies to present the RBA brand to tomorrow’s market.
DETAILS
Solution
WPIC developed a mobile responsive site for live auction bidding, a website, and drove attendance to the first auction. WPIC developed and deployed both http://china.rbauction.cn and http://shouji.rbauction.cn. Traffic was driven to the mobile site, website and auction events through effective SEO, SEM and media campaigns.
WPIC created a strategy in which the market would be segmented into five verticals, each requiring its own sub-strategy. WPIC measured the conversions and metrics from each vertical and created a three-year web campaign and investment strategies.
Result
RBA’s first auction in China had a massive turnout. Success levels not only affirmed ensuing auction dates but also established RBA’s presence in the world’s largest construction equipment market, worth over $43.9 billion USD annually.
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