The Challenge
Their old website had become a significant obstacle. It wasn't mobile-friendly, was difficult to use and search, and auction lots didn't even have their own individual pages. Poor usability meant potential bidders struggled to browse catalogues and find specific items, whilst the team found it frustrating to manage.
As a local business looking for local expertise, the owner Jim Railton reached out to us in a decidedly traditional way - with a handwritten letter, a modern-day rarity. They needed a completely new website that would work seamlessly with their in-house systems.
Our Approach
The key challenge wasn't just building a better-looking website - it was creating seamless integration with FileMaker, the database system that runs Railtons' entire auction operation. Staff build auction lots in-house, and this information needed to flow automatically to the website without manual duplication. Crucially, the integration had to work both ways - feeding information back from the website into FileMaker.
We needed to create a platform that would make browsing and bidding straightforward for customers whilst streamlining operations for the Railtons team.
The Solution
Two-Way FileMaker Integration
We worked closely with Railtons' FileMaker database developer (Phil Coates of Coates IT) to deliver a front-end powered by theis bespoke system. Auction lots created by staff in-house sync automatically to the website through FileMaker, populating lot details, descriptions, images, and all relevant information without any manual data entry.
The integration works in both directions - commission bids submitted through the website feed directly back into FileMaker, ensuring the auction team has complete, up-to-date bidding information in their system without having to manually transfer data between platforms.
Secure Members Database Migration
The existing website had a members database, but the data wasn't being stored securely. We migrated all existing members from the old system into a new, secure database built to modern security standards, protecting both customer information and the business for the long-term.
Individual Lot Pages & Improved Search
Unlike the old website, every auction lot now has its own dedicated page with full details, multiple images, and bidding information. Advanced search and filtering makes it easy for bidders to find specific items or browse by category, whilst mobile optimisation ensures the catalogue is accessible from any device.
Online Bidding & Commission Bids
Customers can browse upcoming auctions, register for bidding, and submit commission bids directly through the website. The system integrates these bids seamlessly into Railtons' existing auction processes.
Make an Offer System
Unsold lots can be moved to a dedicated "Make an offer" section after the auction, giving them a second chance at sale. Customers can submit offers for these items, extending the sales opportunity well beyond the auction room event.
Mailchimp Template Redesign
Beyond the website, we helped Railtons modernise their email communications. Their existing Mailchimp templates had been built from scratch in Photoshop and weren't mobile-friendly. We created new responsive, on-brand templates that work seamlessly across all devices, ensuring their auction announcements and updates reach customers effectively.
Upcoming Auctions & Results
The site showcases upcoming auctions with full catalogues and displays past auction results, building transparency and helping customers understand market values.
The Results
Launched just last month, the new website has been well-received. The FileMaker integration has eliminated manual data entry and synchronisation work for the Railtons team, whilst the improved usability and mobile experience makes it significantly easier for bidders to browse catalogues and participate in auctions.
The two-way data flow between the website and in-house systems means the team can work efficiently whilst providing customers with a modern, professional platform for engaging with their auctions.
Services Provided:
- Bespoke auction website design and development
- Two-way FileMaker database integration
- Secure members database migration
- Individual lot pages and advanced search
- Commission bidding system
- Make an offer platform for unsold lots
- Mailchimp template redesign
- Auction calendar and results archive
- Mobile-optimised responsive design
- Ongoing technical support
