HKL is setting new standards in construction machinery rentals and purchases. Together, we have developed a brand new holistic online platform that focuses on the needs of customers and brings the efficiency of HKL's core business to ever greater heights. With this tech project, HKL is setting in motion a new platform approach – one that will spill over into all its business areas.
An e-commerce platform centered around users
Until now, transactions in construction equipment have been a very analog business: customers make inquiries by phone, e-mail or in person at HKL centers and rental stations, and each order is processed manually. Direct, personal contact is seen as crucial. HKL, though, knows the potential it can tap by digitalising its business. Together, our task was in rethinking both the purchase and rental processes for the digital age and simplifying them for customers, as well as HKL’s own teams.
For a premium after-sales experience, we made sure to include useful promotional features with offers and discounts including strike-through price functionality, showcasing how great of a deal customers are getting. Upon subscription, clients will now have access to an integrated HKL newsletter. Last but not least, users can now easily create an account as both consumers and businesses with a newly integrated direct registration feature.
On an HKL-internal level, employees can now receive reports with the platform’s entire history, which can easily be exported to Excel. As for customer creation, the previously manual process is now fully automated by the registration form which adapts to the business type.
We needed a strong partner from the digital industry to meet the challenge of transferring our complex rental business to a platform, while at the same time bringing our existing customers along throughout the process. Turbine Kreuzberg’s team quickly embraced our business model and enabled us to think about our core business in a digital way.«
Managing Director of HKL Baumaschinen
With the new platform, we are establishing a lean, digital commerce process. Customers specify the desired products, location and/or rental period. If a customer makes a purchase off the platform, the item goes through a regular checkout process, directly creating the order. As for the rental process, the system automatically generates a request that can be viewed and evaluated by HKL employees. The latter compile all necessary details and extend suitable offers for each respective inquiry, which customers can in turn accept or reject. In the near future, we will extend the purchasing segment of the platform to support request/quote flows as well.
HKL dispatch staff also benefit considerably from the platform in their daily work. Gone are the days of analog requests and researching the best availability and details for each order individually. The online platform bundles all important information and generates high-quality inquiries that can be processed more efficiently. As a result, dispatchers are growing into an increasingly advisory role.
Rental requests are individual and variable; a platform needs to allow for unplanned, often weather- related changes in rental duration and construction progress. Add to this is a diverse product portfolio – the combination of products and matching accessories creates an enormous variety.
At the same time, we already thought about the next steps for HKL’s platform and created a technological basis for its future development. Using Oro, we extended the HKL digital environment by launching the “Baushop”, expanding the platform to include an online store in addition to the digital rental service.
- Consulting for business model digitalization
- Requirement engineering and management
- System architecture design
- User experience and interface design
- Platform development with OroCommerce
- Modelling rental process workflows
- Supporting infrastructure setup
- Design and implementation of web service architecture to connect ERP and PIM
- Continuous integration with own CI-pipeline
Get in touch.
Thomas Schiller, Senior Consultant
+49 030 28 47 26 40 0