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Asset disposal specialist BPI undergoes rebrand to support business growth

Wakefield-based online asset disposal specialist BPI, reveals a new strategic rebrand alongside a revamped website to improve customer experience.

The new BPI brand consists of three sub-brands, including BPI Auctions, BPI Asset Disposal Solutions, and BPI Asset Advisory (RICS).

The rebrand is part of the company’s next phase as it works towards its ambition to become the leading marketplace for industrial asset disposal, revolutionising traditional auctions and offering best-in-class online service to both bidders and sellers.

The new brand launch includes a new identity and website backed by a rich suite of creative assets and marketing materials.

The new and improved website focuses on delivering a seamless selling and user-friendly buying process, clearer navigation between current auctions, supporting customer experience and usability.

The core aim of the rebrand was to better articulate BPI’s positioning and service offering, reflecting the significant changes across the business over the last 12 months.

By showcasing a diverse range of industrial auctions using their industry-leading auction platform, BPI aims to create an extensive portfolio of industrial clients, supporting them in meeting their financial and environmental objectives by recycling used assets and generating space and cash flow.

Henry Spencer, Chief Operating Officer at BPI, said: “BPI has evolved immensely over the last few years, and this reinvention of the brand will inject a modern, energetic and proactive feel into our already established brand. We are now positioned as a key market player to lead commercial and industrial asset disposal.

“With the new brand, we strive to be the go-to industrial marketplace for businesses that are retiring, relocating, restructuring, liquidating or companies who simply need to free up space, generate cash flow or achieve environmental targets. The new brand and website will benefit both new and existing clients, with a new and improved selling process and more personalised buying experience.”

Recently appointed Victoria MacMillan, Head of Marketing at BPI, oversaw the rebrand. She said: “This has been an exhilarating time for BPI! To help determine the rebrand’s aims, we engaged as many customers as possible by running an extensive survey to discover what clients felt the company excels in and how it could improve to ensure it can meet their demands directly. We also ran an internal workshop to redefine our brand vision, values and target customer persona to craft the new BPI identity.

“It is imperative that we created a brand identity that encompasses our company values, our legacy in the industry and most importantly, the wealth and breadth of expertise that our team will continue to bring to our customers. The rebrand is just the beginning, we will continue to improve the customer journey and the BPI buying/selling experience in order to build loyal and lasting industry relationships”.

BPI helps businesses buy and sell industry items in the smartest way possible. They are known for their expertise across multiple sectors and help businesses, from small independents to multinational corporations, realise the value of assets, create space, and generate revenue.

For more about the brand and new website, please visit BPI’s website.

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