May 14, 2010
First we built e-Courts, Singapore’s first online furniture, electrical and IT store.
Next, we’re driving up the traffic.
We needed a wicked idea to get bargain hunters online.
Without driving up advertising costs.
The Idea & Execution
Putting conventional marketing on its head, we launched the Courts Reverse Auction online.
And let bargain hunters call the shots.
It featured 15 best-selling products over 15 days.
With prices dropping every second from 12 noon onwards.
‘Wait longer, buy it lower’, we encouraged.
A big-screen LCD TV listing at $7,999 gets cheaper by the second.
The strategy had a steady stream of consumers coming back to Courts.com.sg.
Some lucky fella snapped it up at $4,888 – he couldn’t bear to wait a minute longer!
Online banners, eDMs and social media added more bidders as the days went by.
This set the online community abuzz… and bidding, of course.
By the second day of auction, the number of new Courts.com.sg users saw a 6-fold increase.
Sales for the month saw a record high.
A cutting-edge e-store calls for an unconventional sales strategy.
Good things happen to those who wait – just make sure you don’t wait too long.