Aston Barclay vendors can now control and manage their auctions in real time remotely from anywhere in the world through a new app.

The new app enables vendors to send a direct message to the auctioneer during a sale.

Launched as part of the second phase of the group’s digital technology roll-out to customers following an MBO last year that brought multi-million pound investment, the app features a vendor mode that can be activated as soon as vehicles are offered for sale. This enables vendors to send a direct message to the auctioneer during a sale to accept a reserve bid, or to answer a buyer question. Real-time sales data is also planned for roll-out in phase two later in 2018.

The app also enables vendors to target buyers with push notifications and also debuts the first phase of video messaging with pre-recorded messages played to buyers when their app is opened.

“We believe it’s the first time a physical auction business has hooked up buyers and vendors digitally, with vendors already looking at ways to engage with buyers,” explained Neil Hodson, Aston Barclay’s CEO. “Being able to send an auctioneer a message remotely during the sale has proven a big hit with vendors who have piloted the app. It means they do not have to attend every auction, but still have the power to engage with the rostrum and buyers.”