Case study: How Hammer & Co doubled online registrations

Hammer & Co is a Southeast Asian auction house specialising in Asian fine art and jewellery. Their quarterly sales drew strong floor participation but online registrations had plateaued for three years.

The problem

Their previous portal had three issues: a six-step registration flow built on a legacy CMS, no mobile client, and a catalog that took 18 hours to update after a consignment change.

What we changed

1. Rebuilt registration into a two-step flow (email + ID upload) with asynchronous verification.
2. Shipped a native mobile client with watchlists and pre-bid push notifications.
3. Replaced the catalog pipeline with a headless CMS backed by Auction Rabbit's catalog service — changes propagate in under 60 seconds.

The results (Q1 → Q2)

"Our consignors noticed before our ops team did — the sale felt livelier, and the bids came in faster." — Director of Digital, Hammer & Co