As Ritchie Bros. embarked on China to launch their first auction, WPIC was approached to drive attendance at auctions & initiate RBA’s China mobility program, as well as activate live auction bidding. Having spent close to 10 years to obtain their 100% 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.
With over 30% of China 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.
WPIC developed a mobile responsive site for live auction bidding, a website and drove attendance to their 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 five-vertical strategy, in which the market would be segmented into five verticals, each requiring their own sub-strategy. WPIC measured the conversions and metrics from each vertical and created a 3-year web campaign and investment strategies.
RBA’s first auction in China had a massive turnout and success levels that confirmed following auction dates, establishing their presence in the world’s largest construction equipment market worth over $43.9 billion USD annually.
