ROCHESTER, N.Y. -

Vcommerce announced this month that it will use a membership system to support its collaborative efforts to unite the brick-and-mortar auction industry.

The organization was founded in June and soft launched its website on Labor Day. Founder Kelly Bianchi says that her platform aims to “bridge several gaps within the wholesale automotive industry” and is a natural fit for a membership structure based on feedback following its soft launch phase in September.

“We knew what was needed,” Bianchi said. “But we needed more input as to what would be the best approach for a Vcommerce intervention, and at what price customers would feel comfortable investing in their online initiative. The result became a member-based structure that blankets the online industry with a much-needed collaborative effort of marketing and support, while still providing the option for additional marketing services, training, and online management.”

According to the company, a membership to Vcommerce includes a full subscription to its website, where the service will focus on marketing.

“We need to extract the online business from the brick-and-mortar,” Bianchi said. “Our auction pages will not depict ‘Free Lunch in the Lane’ type of promotions. We want digital dealers to become acquainted with everything relevant to the online process, including incentives.”

To recap, through its portal, customers will be able to access services like the following from Vcommerce or Vcertified Partners:

■ Online auction management services
■ Online infrastructure support
■ Training
■ Sale day customer support
■ Technology vendor support
■ Marketing support
■ Other supplemental services

Scheduled to exhibit throughout the Used Car Week conference in Scottsdale, Ariz. next month, Bianchi hopes for Vcommerce to eventually represent the online auction community at the national level through heavy online marketing, direct sales initiatives, industry events and strategic partnerships.

“We need to start with a foundation,” Bianchi said. “For a $600/month membership, auctions can create the perception of a full online department as opposed to reducing their Internet credibility by allocating one online manager who is not entirely dedicated to the initiative.”