DMA HK: Fatima Lam on how Bonhams unifies the auction experience

In today’s hyper-connected world, consumers are spoilt for choice and engage with brands across a multitude of channels. This results in a fragmented view of the very individuals brands are striving to connect with.

For the auction industry—where high-touch, offline interactions are traditionally central—this fragmentation presents both challenges and opportunities. Fatima Lam (pictured), marketing director, APAC at Bonhams, defines “omnichannel” as a fully integrated auction experience that connects all physical and digital customer touchpoints.

“This includes seamless engagement across in-person auctions, online bidding platforms, mobile devices, tablets, and kiosks—allowing bidders to participate whenever, however, and wherever they choose, without disruption. Customers can view, bid, and interact with auction items onsite or remotely in real time, enhancing both accessibility and engagement,” Lam explained.

For Bonhams, renowned for its live and online auctions, an omnichannel strategy means integrating live events with digital touchpoints—including social media, websites, email marketing, and backend systems such as inventory and payment platforms.

This unified system enables more effective auction management, marketing, customer data handling, and inventory control—while delivering a consistent and personalised experience across every interaction.

“For instance, bidders can preview items in person or through our digital platforms, place bids online or via mobile apps, and track auction updates wherever they are. This approach not only broadens our reach but also deepens customer loyalty and optimises sales,” she said.

Turning chaos into competitive advantage

According to Lam, the biggest source of fragmentation—or “chaos”—at Bonhams stems from the natural disconnection between its various digital and physical touchpoints: from the website, mobile apps, and social media channels to live events, printed catalogues, and client service desks.

As Bonhams expands globally and evolves its brand, inconsistencies in data and communication management across these channels can lead to information silos and a disjointed customer journey.

“One example is the gap between our digital bidding platforms and post-sale client engagement. As we implement a global AI-powered CRM to better understand bidder behavior, managing this transitional fragmentation becomes critical,” she said.

The first step in unifying these touchpoints, Lam added, is centralising customer data into a single CRM or experience management platform.

"This would allow for a holistic view of every client’s interaction, preferences, and purchase history—regardless of which channel they use to engage with Bonhams," she said.

With AI-powered analytics, Bonhams aims to enable predictive, personalised, and always-on engagement, transforming what was once seen as ‘omnichannel chaos’ into a strategic advantage.

“This not only drives automation and personalisation but also fosters alignment across departments—ensuring every Bonhams customer experiences consistent, high-performance service,” she said.

A high-impact omnichannel campaign: From Instagram to auction loyalty

Lam shared an example of a high-impact campaign that guides a potential bidder from Instagram engagement all the way through to post-auction loyalty.

"We feature a luxury watch collection through editorial-style Reels, high-end photography, and refined brand visuals to evoke aspiration and exclusivity."

From there, an Instagram ad’s call-to-action drives users to a custom-designed auction hub page—mirroring the brand’s social storytelling while showcasing key highlights, stories of craftsmanship, specialist guides, and recent auction results.

The landing page incorporates interactive elements such as 360-degree watch views, behind-the-scenes videos, and live specialist talks to deepen engagement and capture user data for further personalisation.

“We track participation during the preview, and post-auction, follow up with personalised messages—thanking bidders and offering tailored recommendations based on their interests or bidding history.”

This approach takes potential buyers on a seamless journey—from social media discovery to real-time engagement and long-term loyalty—through unified messaging, seamless digital experiences, and data-driven follow-up. “That’s how we turn fragmented touchpoints into a cohesive, luxury-centric pathway,” Lam concluded.

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