The work – easier purchases for the industry, more leads for manufacturers and a greater demand for Hardox at SSAB. Read more about it!
How do you get more people in the excavation industry to choose excavators made of SSAB’s steel Hardox?
We developed the e-commerce service buckethub.com, which made the purchase of a custom bucket both easier and safer. The service makes it possible for customers to design their bucket with just a few clicks, and then send the request directly to selected manufacturers who use Hardox in their production. The result? Easier purchases for the industry, more leads for manufacturers and a greater demand for Hardox at SSAB.
SSAB manufactures the Hardox steel, which is suitable for tough use, such as excavators. However, it is mainly in the heavier excavation industry that the brand preference is high.
Companies know that a custom scoop, from a manufacturer that uses Hardox, will do the job better and last longer. Small and medium-sized excavation companies instead often buy mass-produced “standard buckets” of inferior steel.
We asked how we could get more excavation companies to order buckets made to measure from bucket manufacturers who use Hardox.
There was an insufficient knowledge of Hardox’s advantages in parts of the excavation industry, but also a feeling that it was difficult to order a bucket made to measure instead of buying a cheaper standard one. We understood that a pure branding campaign for Hardox would not be enough to change behavior.
We created and marketed buckethub.com, a free e-service where the end customer easily can configure their bucket and send the request to selected, local manufacturers using Hardox. Suddenly, the bespoke Hardox bucket has become the easiest purchase.
The end customer gets better buckets, the manufacturers new leads, and SSAB increases the use of Hardox in the excavation industry. A win-win-win!
- Suddenly, the bespoke Hardox bucket has become the easiest purchase.
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