Common Questions about Liquidation
Why don’t retailers just close their own stores without our help? Asset disposition is really both an art and a science. Liquidators focus on creating ‘events’ that draw as much value out of the assets as possible. From experience, we know the optimal discounting, expense structure and timing to get the highest net recovery. At the same time, retailers can stay focused on their ongoing, profitable operations as opposed to the assets weighing down their bottom line. Disposition firms must be able to spur robust traffic for weeks or months, with stores staffed to holiday-season levels. The firm must also preserve the look and feel of the store even as it rolls out marketing campaigns—banners, sign-walkers, YouTube videos, customer e-blasts, newspaper and digital ads, and local and national press outreach—that convey the uniqueness and urgency of the event.
Discounts must be highly targeted, often down to the level of individual SKUs, and adjusted frequently with warp speed, all based on shifting market demand. To guarantee a steady stream of traffic, the firm must also maximize the sale of lower-demand goods while keeping enough high-demand merchandise in the store at lower discounts. A store’s regular shoppers might dominate at the beginning of the event; toward the end when discounts are at their highest, another more bargain-hungry shopper will enter the mix. Even the mannequins, office furniture, racking and all other store fixtures are sold in an orderly process at the same time the inventory is being liquidated.
As a result, another common question I receive is, “What do you do with what’s left over?” The answer is easy: At the close of the sale, nothing is left; the store is empty, broom-clean and ready to turn back to the landlord.