GENCO ATC, the global supply chain company and parent of GENCO Marketplace, saw the volume of its online buyers rise by 50 percent during 2011. Its customer base has continued to grow throughout 2012, and in light of this increase in activity, the company has updated its website, adjusting it such that shopping for wholesale liquidation items is as straightforward as buying from any online store. This extensive renovation resulted in five new features, including a revised shopping cart for quicker, more streamlined purchasing, improved navigation, which enables customers to search by product, by price or by shipping location, drill down menus, automated auction platforms for easier bidding and an order history page. This history page tracks not only successful bids, but also auctions that have been lost, keeping every piece of information a customer might wish to access within the click of a mouse.
Customer Input Key for Framework Design
Tom McElroy, vice president of eCommerce for GENCO ATC, expresses that the site was developed using customer input as a model for how the site should look and feel to visitors. “Most of the liquidation inventory available in the market is not factory new, so buyers are concerned with product quality,” he states. “They want to know as much about the lot as possible before they buy, so they are not surprised with the product arrives. That’s why, for each lot, we’ve included a detailed product description and, where available, a manifest that lists every item in the lot.” The company plans to add photos of the actual pallets soon, so that customers have a more clear idea of what merchandise they will receive. The key word in achieving customer satisfaction is transparency, and customer testimonials attest to that. These testimonials, as well as case studies from current customers, have also been added to the site. With the release of its new online presence, GENCO hopes to further strengthen its ability to deliver quality liquidation merchandise to vendors, small businesses and independent sellers.