Branded Online Auction Solution Provides Increased Engagement Over Marketplace
Kerkhoff Auction & Real Estate hails from Redwood Falls, MN, and is a proud, family oriented licensed auction company whose goal is to provide complete auction and real estate services that exceed sellers and bidders expectations. Specialties include selling Farm Land & other Real Estate, Farm Machinery, Construction Equipment, Vehicles, Firearms, Coins, Antiques, and Collectibles.
Challenge: Transitioning from an Online Auction Marketplace to a Privately Branded Solution.
● Migrating to a new solution without losing bidders and decreasing online results.
● Ensuring that existing and new bidders were not confused by the migration and had a smooth transition to a Kerkhoff-branded online bidding platform.
Solution: Run a grassroots campaign to kickstart awareness, interest, and attendance for the Spring Consignment auction.
● Coordinated marketing campaigns that aligned with Kerkhoff’s marketing standards.
● 24/7 branded bidder support helped maximize bidder registrations.
● Provided a streamlined auction management experience with NextLot’s Catalog Pro app so that bidders were able to preview auction inventory well in advance of the auction.
Result: Exceeded prior auction attendance and activity using the privately branded solution.
● Captured over 300 unique bidders in 3 weeks of promotion, surpassing the number of bidders registered for any previous Kerkhoff auction hosted on a marketplace.
● Achieved a 69% online bid-on rate, which resulted in an outstanding first auction hosted on a branded solution, far exceeding Kerkhoff’s expectations.
"Our team had some concerns about moving to a new bidding platform. NextLot’s customer service team was very helpful throughout the entire auction process. We felt that prior to the auction, there were more registrations which led to higher than normal bidding activity. We hope that by building our brand it will continue to increase the number of registered bidders, make it easier for bidders to get registered, improve live and online auction performance, and offer a higher level of customer service for our customers. We are glad that we converted to our own branded solution.” – Doug Kerkhoff