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continued from page 88
That openness and transpar-
ency is key to
Liquidation.com’s success as an auction site, ac- cording to Landis. Offering more information about all the players in the market is a company strategy.
Liquidation.com just rolled out a new website in mid March, and the new site is designed to give buyers confi dence in the sellers. “We now feature seller performance reports,” says Landis. “The buyer can see if the seller has a high rating, can- cellation rate, and time to ship to buyers. The level of expertise of the seller is available. Everybody is rated. The sellers have to step up their game.” But more information, adding confi dence to the market, is not all the new site offers. “For sell- ers, there’s a whole new seller area that allows them to upload photos and info for auctions,” says Landis. “On the buyer side, there’s a more modern feel, ease of navigation, and an improved search function. You can feel confi dent that when you search for keywords, you will fi nd what you are looking for.” The site is open to any buyer,
even consumers, but the lot sizes mean that resellers are far and away the primary customer. “Anyone can get in, but we sell primarily in bulk. It’s more of a business cen- tered buyer,” explains Landis. “Our buyers are required to register. It is free and quick to register and create a user name and password. Accounts are approved in a day or less. We do run checks on user accounts.” The company sells to all types of buyers: small mom and pop shops, companies with
continued on page 90
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June 2010 89
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