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Via Trading Adds Spanish-Language Site
IN NOVEMBER 2002, Via Trading made its fi rst sale. Over the eight years since then, the wholesale liquidation company has grown into a powerhouse that generates tens of millions of dollars in annual sales, stocking thousands of pallets of goods at any given moment. “Via Trading has experienced a signifi cant percentage of growth each year since its incorporation in 2002,” says marketing manager Nathania Stambouli. “We have been recognized four years running now by the Inc. 5000, and three years by the LA Business Journal as one of the fastest growing consumer goods companies in the country, and in Los Angeles.” And Via Trading is poised to make another big growth
spurt with the launch this fall of a new version of its web- site, that will reach out to a huge customer demographic. “We have just launched a Spanish language version of our website,
www.viatrading.com/mayoreo, that pioneers the industry as the largest wholesale liquidations web- site entirely in Spanish on the Internet today,” explains Stambouli. T e new version features hundreds of product descriptions, shipping information, industry resources, a list of Southern California fl ea markets, liquidation ser- vices, and information on Via Trading news and events, all in Spanish. Clearly, the web is a major part of the company’s strat-
egy, and has been from day one. “Our website was launched when the company opened in 2002,” says Stambouli. And Via Trading has put a lot of eff ort into keeping it up to date. “We have upgraded it several times and continue to improve the user navigation on the site, and the content we provide. While it began as a simple HTML page with daily product updates, our website now features videos, articles, resources and industry information, a shopping cart and many other useful tools,” she says. T e site makes for a compelling customer resource, she adds. “Aside from providing dozens of pictures and
detailed descriptions on each of the lots we sell, our website is increasingly user friendly and easy to navigate. Buyers can browse by category, by condition of product, by pack- ing (cases versus pallets versus truckloads) and by price point (under $250, $500, and $1,000).” As a source of data, the site is invaluable. “We also provide pages of resource information about how to work with customer returns and overstocked products, what to expect when dealing with such goods, information on industry terminology, and hints and tips for reselling liquidated merchandise based on diff erent retail channels,” says Stambouli. Via Trading has an intense customer focus, based on
retaining customers by off ering valuable advice. According to Stambouli, “We built our website to off er more than just product, but to also help buyers determine what type of product will be best suited for their market, and what they can do to minimize costs and increase profi ts. We also stress the availability of our sales team to answer any questions customers have by email, phone or in-person. Buyers are always welcome to call, email or visit us to get a bet er understanding of what we do and how to work with us. Transparency and customer service are high priorities.” And that eff ort has paid off for the liquidation wholesaler. “Approximately 50 percent of our business is generated through our website, and the other through walk-in, in- person purchases,” says Stambouli. And while half of all sales come in directly from the Internet, the odds are that even more customers use the Web for research, and then use the phone or a physical visit to make purchases. T is highlights another unusual and customer friendly
aspect to Via Trading’s business. In the liquidation busi- ness, the goods are not consistent. Shelf pull items, cus- tomer returns, seconds, and such merchandise vary in consistency, even within an individual pallet. T at is the nature of the enterprise, and Via Trading highlights this
Continued On 24 22 November 2010
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