The simple genius of the homepage takeover

Introduction:

Classic Car Auctions are big events. Lots of buyers and sellers on site and people bidding in the room, a multitude of phone bidders and the need for super low latency live bidding tools that allow web users to feel as if they are at the event. Auction Marketer have been working with Iconic (formerly Silverstone) Auctions since 2020 to provide them with an auction event management solution that makes running their auctions super efficient.

Client Background:

Iconic Auctioneers, renown for many years as the go to auctioneer for the best in classic cars, had been leveraging Microsoft NAV in the cloud to streamline their back-office operations for several years. While this was a step in the right direction, their web presence was primarily manual. This not only affected their efficiency but also led them to rely heavily on expensive third-party platforms for live sales. These platforms did not provide a fully branded and seamless experience for their buyers and sellers. It was time to look for a full 360 degree auction technology solution.

The Challenge:

Iconic Auctioneers needed to find a solution that could seamlessly integrate with their existing systems, automate various auction processes, and offer a live auction experience with full AV capability both in the auction room and directly from their website homepage to enthusiasts worldwide in real time. This had to be coupled with a state of the art back office experience for their web users where they could see all of their bidding history, pay invoices and view statements as well as sublmit complex valuation requests and review their seller statements. All of this had to be totally integrated in real time with their Microsoft NAV ERP systems, and it had to work as effectively in a field in the middle of nowhere, as it would at the NEC in Birmingham!

The Solution:

Auction Marketer’s Fully-Featured Web Platform, BidStream^TM combined with our MS NAV auction toolset.

Auction Marketer stepped in with their unique solution tailored for the auction industry. Some key features included:

• Real-time Web Connectors to Microsoft NAV in the Cloud: Seamless integration with Iconic Auctioneer's back-end consignment and lotting systems ensured smooth operations.
• Automated Processes: From number plate lookups via DVLA to direct feeds from third-party platforms like Classic Car, eBay, and Glenmarch – automation was at the forefront.
• Value My Classic Feature: Direct integration with MS NAV allows users to gauge the value of their classic vehicles with ease.

A Leap Ahead with BidStream^TM: The Live Auction Revolution

The pièce de résistance of the platform was the introduction of Iconic Live, powered by our BidStream^TM AMS. It completely transforms the auction experience:

• Live Streaming: Every live auction was broadcasted directly on the homepage, ensuring maximum visibility and engagement.
• User-Friendly Interface: From simple signposts guiding users to engage in bidding to super low latency real-time live bidding with just a click – user experience was top-notch.
• Admin Dashboard: A comprehensive dashboard displayed every bid, providing real-time insights into the auction's progress and current sale value.

Additionally, BidStream^TM eliminated internet bidding surcharges for live bidders. The impact? A staggering increase in registered live bidders, more online engagement, and better price realizstion than traditional auction aggregator platforms.

Outcome:

Post implementation, Iconic Auctioneers have been able to achieve a monumental shift in their operations. Not only did they streamline their processes and improve efficiency, but they also established themselves as pioneers in the digital auction space.

Now, with a fully integrated system, Iconic Auctioneers is scaling its business, now hosting live events globally, running timed online auctions and doing so with unmatched confidence.

Conclusion:

Implementing the Auction Marketer AMS solution into the business has delivered solid ROI. The oultay for a full solution is more than recouped through the scale of efficiencies in the run up to, on auction days and post auction through the level of automation delivered, saving on manpower requirements that are associated with a typical Classic Car auction business. If you want to find out more about how an Auction Marketer technology solution could deliver for your car auction business, contact our sales team for an introductory call and demo.

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