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At a cost of R5million, and backed by thorough market research, a brand new, easy-to-surf auction website was launched at the end of last month.
Motivated by the fact that eBay is - second to Google - the most visited site on the worldwide web, one of Africa's leading auction companies decided to up the ante and start from scratch.
"At first we thought of an upgrade to our site," said Aucor IT executive Richard Jacobs. "But then we got this gut feeling that an entire make-over was the way to go.
"So when the bath water went, so did the baby."
As a result of this bold approach, the company's former all-inclusive domain, www.aucor.com, will from now on be focused solely on actual, land-based auctions.
Aucor's other domain, www.aucoractive.com, remains geared exclusively towards online auctions.
"We're very excited about this new development, especially the consolidation of our print media exposure with our electronic site.
"We're sure that from now on our clients will have a comprehensive source of auction reference information," said Jacobs.
"Perhaps the most important aspect of our new limited-clicks approach is to ensure that auction shopping is faster and safer."
He explained: "Previously, bidders had to go to the bank, stand in queues and carry large sums of cash or bank cheques with them before they could take part in our auctions.
"Taking care of registration requirements, at no charge, via the net makes so much more sense."
Apart from registering with an electronic transfer or by credit card via www.aucor.com, several other aspects make the new site a streamlined winner.
For starters, using high-end hardware and software, the surf speed of both sites has been radically increased. This, coupled with the company's limited-clicks approach to service provision, ensures that surfers get fast and effective auction assistance.
"It's common knowledge that to keep customers happy you have to limit the mouse clicks," Jacobs said. "That's why www.aucor.com will soon be an even greater pleasure to surf, offering so much more, so much easier and so much faster."
Other features include services aimed at out-of-town bidders. With one click you can now book a flight, book a car, check out Aucor's auction calendar, and buy a car or property. Finance is also easily available online.
A site map is provided just to make sure you know exactly what's on offer. A complete catalogue is one click away.
Another first for the auction industry is Aucor's 24/7 live online assistance, directly linked to Aucor's national call centre at 0861-28-28-46 or 0861 Auction.