Iconic Auctioneers

The simple genius of the homepage takeover

Revolutionising Classic Car Auctions with Auction Marketer's Live Auction Software

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Here’s what happened when
Iconic Auctioneers
chose to take their auction house to the next level
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Stat of improvement

The simple genius of the homepage takeover


 In a world where digitisation is the key, even the most traditional sectors are adapting to leverage the benefits of technology.Auctioning, a practice as old as civilisation, has found its technological match with Auction Marketer's state-of-the-art software. This case study takes a deep dive into how the UK’s leading classic car, motorbike, and automobilia auctioneer transformed their operations with the help of Auction Marketer.

Client Background:

 Iconic Auctioneers, known for their expansive auctioneering of classic vehicles, had been leveraging Microsoft Business Central 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.

 The Challenge:

 The need to modernise their online presence was palpable.Iconic Auctioneers desired a solution that could seamlessly integrate with their existing systems, automate various auction processes, and offer a live auction experience directly from their homepage to enthusiasts worldwide.

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The Solution:

Auction Marketer’s Fully-Featured Web Platform BidStreamTM

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

  • Real-time Web Connectors to Microsoft Business Central: Seamless integration with Iconic Auctioneer's back-end 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 Business Central allowed users to gauge the value of their classic vehicles with ease.

A Leap Ahead with BidStreamTM: The Live Auction Revolution

The pièce de résistance of the platform was the introduction of Iconic Live, powered by BidStreamTM. It completely transformed 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 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, BidStreamTM eliminated internet bidding surcharges for live bidders. The impact? A staggering increase in registered live bidders, more online engagement, and better price realization than traditional auction aggregator platforms.


Post integration of Auction Marketer's platform, Iconic Auctioneers witnessed 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, ready to host live events globally, and doing so with unmatched confidence.


Auction Marketer's software solution stands testament to the power of technology and its potential to revolutionize industries. Through innovation and expertise, they have set a new standard in the world of auctions, propelling businesses like Iconic Auctioneers into the future.

Interested in digital marketing for your auction house? find out more here

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