HKL sets a new benchmark for renting and buying online construction machinery. We've built and continue to develop a digital platform that puts customers first and enhances efficiency across the Hamburg-based company's core operations. A key project that extends HKL’s platform approach throughout all business divisions.

The new HKL platform caters equally to B2B and B2C customers. All customer segments benefit from an intuitive interface facilitating swift, qualified purchase and rental inquiries. Users can seamlessly navigate between purchase, rental, and service sections, monitor inventory in real-time, examine product and accessory specifications, and calculate pricing. Shopping lists, multiple cart functionality, and strikethrough pricing enhance the overall shopping experience.

Seamlessly integrated features include order tracking and 24/7 chat support. To strengthen the after-sales experience, we've incorporated additional valuable elements: an invoice repository, integrated newsletter, and direct registration for professional users. Enhanced logistics options feature express delivery (next-day-delivery) and convenient pickup at nearby HKL Centers. Customers can now pick a preferred location as their “My HKL Center.” A dedicated training booking section facilitates efficient professional development.

The platform is built for international expansion. A market rollout in Austria was completed within days. Step- by-step introduction of new language options with an intuitive language/country switch enables customers to move between markets effortlessly.

HKL staff now receive comprehensive reports on platform activity, exportable to standard formats like Excel. New customers are onboarded more easily through customizable registration forms, eliminating manual processes. Backend capabilities include redirect management and versatile reporting functions with a direct Business Intelligence (BI) integration. Combined with extensive OroCommerce reporting capabilities—featuring customizable dashboards, predefined and bespoke reports, and real-time analytics—HKL gains crucial insights into user behavior patterns.

Converting the complex, traditionally analog construction machinery business into a digital platform presented substantial challenges. Our development vision needed to address current requirements while accommodating future business segments and international growth. We needed to architect a system that would maintain performance and scalability long-term without escalating technological complexity. Inventory reliability was paramount—accurately representing availability of equipment, accessories, and locations was essential.

Striking the optimal balance between internal expertise and external knowledge proved critical, as Managing Director Arndt Rodewald explains: “Bringing the complexity of our rental business to a platform presented us with a challenge that we could only meet with a strong partner from the digital sector.”

The business model's dynamic nature, including weather-dependent changes and variable rental periods, demanded adaptable solutions. Further technical complexities arose from the interdependencies between products, timeframes, locations, and pricing structures.

The new platform establishes streamlined digital workflows for both rental and purchasing processes. Customers simply specify their desired products, location, and timeframe. When making a purchase, products follow a standard checkout sequence that automatically initiates an order.

For rentals, the system generates automated inquiries for HKL staff to evaluate and respond to with appropriate offers, which customers can then accept or decline.

Integrating MeDaPro, a Product Information Management (PIM) system, facilitates comprehensive management of all rental inventory, complete with images, categories, and technical specifications. This ensures consistent, up-to-date information across all sales channels while enhancing product data accuracy and quality.

Features such as availability verification and personalized center selection significantly enhance customer loyalty. Customers develop a sense of familiarity when they can designate and regularly utilize their preferred center. This effectively bridges online interactions with physical in-store experiences—a genuine omnichannel strategy. Service improvements include self-service availability checks, digital invoice access, and order tracking, saving time for all parties while fostering customer loyalty.

HKL's internal operations team experiences substantial benefits from the platform. Digital processes complement traditional requests and gathering order details. The online platform consolidates essential information and produces high-quality inquiries that staff can process more efficiently, allowing rental coordinators to evolve into more consultative roles.

With expansion into Austria already planned, the solution demonstrates its adaptability for additional European markets—a crucial advantage supporting HKL's international expansion strategy.