Digital Infrastructure That Delivers: How Newline and Auctionmarts Are Reshaping Auction Operations

As auction businesses continue to balance heritage with innovation, the systems that support day‑to‑day operations are under increasing pressure to perform.

Efficiency, transparency and a smoother client experience are no longer aspirational aims, but practical necessities. Particularly for auction houses operating at scale.

Newline, a long‑established technology provider to the auction sector, has been responding to these demands through its Auctionmarts platform, designed to support auctioneers in modernising workflows without compromising the complexities inherent in specialist sales. An implementation at Cheffins, one of the UK’s best‑known agricultural machinery and vintage auctioneers, offers a clear example of how this approach can deliver meaningful results.

A Business Built on Volume and Variety

Cheffins operates across a wide range of sale formats, from the UK’s largest monthly agricultural machinery auctions to well‑regarded vintage sales and on‑site auctions at vendors’ premises nationwide. Managing such scale brings operational challenges, particularly when accuracy, speed and consistency are expected as standard by both buyers and sellers.

As Tom Godsmark, Cheffins Director, explains, the decision to review internal systems was driven by a clear set of goals: “We wanted to streamline our processes, to allow more efficient invoicing and whilst improving the client journey and experience.”

A Familiar Partner, A Refreshed Solution

Cheffins’ decision to deepen its relationship with Newline was helped by familiarity. Newline was already supplying the business’s back‑office system, providing both parties with a shared understanding of operational realities and expectations.

Early conversations focused on defining what improvement would look like in practice, with an emphasis on honesty and practicality rather than ambition for its own sake.

According to Cheffins, this approach stood out from the outset:

“The team were keen, without being pushy, seemed willing to understand our requirements and were clear about what was achievable and in what time frame.”

That clarity proved essential as the project moved into implementation.

Delivering Under Pressure

The onboarding and migration process took place against a tight deadline, requiring a focused and collaborative approach. Regular project reviews ensured visibility of progress and priorities, while bespoke development was aligned with Cheffins’ immediate operational needs.

At go‑live, Newline staff were present on site during live auctions, offering direct access to developers and rapid issue resolution. This hands‑on support provided reassurance at a critical moment, particularly as teams adjusted to new processes in real time.

Early Impact and Evolving Feedback

Since implementation, Cheffins has reported noticeable time savings in invoicing and lot administration, with benefits felt across multiple departments rather than in isolated functions. While initial client feedback reflected the natural adjustment period that accompanies system change, responses have become increasingly positive as refinements have been introduced quickly and issues addressed promptly.

Reflecting on the wider working relationship, Cheffins highlights consistency and communication as key strengths:

"It’s been a pleasure, the team have been on hand, in constant communication and we feel reassured that nothing is too much and achievable, but without making empty promises.”

Momentum Across the Sector

The Cheffins project also reflects a broader trend for Newline and Auctionmarts. In recent months, Newline has secured new business wins with Morris Leslie in Scotland and Will Barker in the East Midlands, extending its reach across diverse regional auction markets.

While each operation brings its own blend of sale types, volumes and local practices, the common requirement remains the same: systems that are robust, adaptable and grounded in an understanding of how auction businesses actually function.

For Newline, these appointments underline growing confidence in Auctionmarts as a platform capable of supporting both major national operators and regionally focused auctioneers alike.

As auction houses continue to evaluate how technology can support future growth, projects such as Cheffins demonstrate that successful digital change is less about sweeping transformation and more about practical improvements delivered through trusted partnerships.

Ready to See What Newline Can Do for You?

See how Newline can simplify every stage of your auction process, from catalogue creation to payments and reporting.

Contact Stuart Melville, Sales and Marketing Director, to book a free demo today: call +44 (0) 1803 202 140 or email [email protected] and find out how much time and cost you can save.