Ritchie Bros.' First Online-Only Mexico Auction Attracts Record Number of Bidders
1,200+ online bidders from 44 countries registered for the July 2 unreserved Polotitlán auction
Last week Ritchie Bros. conducted its first-ever online-only auction in Mexico, at its site in Polotitlán. Traditionally the site sees 80+ percent of its bidders participating in person, so this was a big challenge for the company—and it succeeded. The July 2 auction attracted a record 1,200+ bidders from 44 countries, which was a 17% increase from the same auction last year.
"We increased our marketing, conducted a massive call campaign, and held special how to bid online seminars to help our customers feel more comfortable bidding online," said Richard Aldersley, Sales Director, Ritchie Bros. "In just a few short weeks, we were able to shift our entire buying audience online and set a new bidder record, which helped us achieve strong returns for our consignors."