An online merchandise liquidation brokerage startup is hitting the phones to get itself off the ground. And it plans to incorporate telemarketing into its routine operations.
Launched in February, Boston-based RetailExchange.com turned to teleservices bureau Telesales Inc. to help develop a customer database and establish an online clearinghouse for buyers and sellers of inventory liquidations.
RetailExchange.com makes outbound calls to follow up leads it obtains at trade shows. Telesales reps also answer inbound calls to an 800 number generated by direct response space advertising in trade publications and its Web site.
The inbound and outbound calls average four to five minutes in length, but can go as long as 20 or 25 minutes. In addition to measuring response, those phone calls seek to make customers feel comfortable using the Web site. They are also intended to encourage repeat online visits and, ultimately, to build long-term relationships with customers.
As of June, Wilmington, MA-based Telesales made approximately 6,000 outbound calls and answered about 1,500 inbound calls, primarily to registered users for the RetailExchange.com site.
Teleservices programs that are still in development will include call-me buttons on the Web site (www.retailexchange.com). The buttons will allow Web users to contact customer service agents and make it easier for buyers and sellers to communicate online among themselves.
Those buttons and text chat features will likely be activated later this summer. “They’re still deciding what Web pages to put them on,” says Bob Good, vice president of sales at Telesales.
Other telemarketing programs will be integrated with the Internet. For example, telemarketing agents will be empowered to co-browse the Web site online with consumers as RetailExchange introduces more online customer service features.
“When we’re able to click and connect,” says Heidi Servideo, account team leader at Telesales, “we will be able to push Web pages and see the keystrokes customers make on their computers.”
Overall, RetailExchange wants to build an online customer base. This means changing “entrenched” ways of conducting business. “There is a technology hurdle to overcome,” says Jason Kissell, RetailExchange’s director of marketing.
He notes that the Internet isn’t widely used by buyers and sellers of liquidation inventories. Most business is still negotiated face-to-face or by telephoning one another individually.
Registered Web users also receive outbound calls when RetailExchange enhances or updates the Web site. “We tell them about new features as they’re rolled out on the site,” says Servideo.
RetailExchange monitors account activity and makes a point of contacting registered Web users who begin slacking off on online visits.
“If someone doesn’t visit the site regularly,” says Servideo, “we’ll phone you to let you know you have e-mail in your box.”
Telesales also provides technical support to help buyers and sellers learn how to use various Web site features.
“We walk customers through Web site registration and navigation,” says Servideo.
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