PALFINGER's
Digital Commerce Advancements

Complexities

Decoding the Multi-Level Distribution Challenge

Managing the complexities of global expansion and diverse business models is no small task but for PALFINGER, the pioneer in lifting solutions, it’s a reality. Operating from its base in Bergheim, Austria, PALFINGER oversees operations across 30 manufacturing sites worldwide. Each region operates under its unique business models shaped by product life cycles and localized regulations.

As PALFINGER continues its path towards international growth, it is adapting its organizational structures to match the evolving landscape. With a vast network of around 5,000 sales and service outlets worldwide, PALFINGER provides tailored support in more than 130 countries, navigating through several complexities.

Let’s dig into the layers of PALFINGER channel and product intricacies, shedding light on the challenges it faces in the dynamic markets it serves.

The challenge

Putting the Customer Needs First

In 2019, PALFINGER found themselves at a turning point, spurred by a growing market demand for an upgraded approach to parts identification. Their original spare parts information system was lacking the punch of real-time data and the depth of detailed product information. In order to keep providing top-notch customer service, PALFINGER was committed to closing this gap. The challenge was hefty—how to weave their complex distribution network into a user-friendly e-commerce experience without losing the essence of efficiency and reliability.

Real-time data provision became the heart of the matter. PALFINGER’s network, spanning dealers and distributors, plays a crucial role in delivering cranes to contractors embarking on significant projects. In such high-stake situations, accuracy and timeliness in information are imperative. Any deviation or delay in data could cascade into project delays, pushing costs unexpectedly high.

Therefore, PALFINGER’s push to ensure the flow of precise real-time, information was more than a step towards modernization—it was an essential strategy to keep projects on track and costs in check. This move supported their position as the market leader, demonstrating an understanding of the critical nature of timely and reliable information in supporting their customers’ success. It balanced professional insight with the practical needs of their client base, underlining the importance of staying ahead in a digitally evolving landscape.

Additionally, PALFINGER prioritized enhancing user and business partner management in PALDESK, recognizing its critical role in accurate user identification and permissions allocation. It was essential for them to have a system that could swiftly recognize user roles and permissions upon entry into PALDESK.

The solution

Implementing Sana Commerce for seamless Commerce and Partner Management

PALFINGER’s Vision & Strategy 2030 is based on two strategic pillars, “Go for Solutions” and “Go Digital.” The former aims at PALFINGER offering integrated complete solutions, while the latter focuses on practically leveraging the potential of digitalization. Recognizing the pivotal role of digital commerce in achieving this vision, they opted for Sana Commerce — a solution perfectly aligned with their objectives while effectively addressing their complex challenges.

This strategic move towards digital commerce wasn’t just about upgrading systems; it was about keeping up a high level of customer centricity. By digitally transforming their processes, PALFINGER created a digital dimension to keep being closely aligned with the needs of customers, partners, and dealers. This alignment not only sets PALFINGER apart from competitors but also enhances the value they offer, making them a preferred choice for customers.

The results

PALFINGER’s E-commerce Transformation: Driving Growth and Operational Excellence

Since the implementation of Sana Commerce Cloud (SCC), PALFINGER’s e-commerce journey has witnessed remarkable strides in both growth and operational efficiency:

Highlighted feature

Streamlined Multi-Level Distribution Management

A standout feature in this process is the implementation of an automatic information ordering system tailored to their multi-level distribution model. This innovative solution addresses the complexity of managing the flow of parts and equipment through various distribution layers. By automating the ordering process, PALFINGER ensures timely delivery and enhances transparency across its global network of distributors, service partners, and end customers.

This feature significantly reduces manual effort and streamlines operations, enabling PALFINGER to optimize efficiency and responsiveness in its supply chain. With real-time visibility into inventory levels and order status, PALFINGER can meet customer demands better and maintain high service standards. Moreover, the automated system enhances accuracy and minimizes errors, leading to improved performance and customer satisfaction.

The implementation of this automatic information ordering system underscores PALFINGER’s commitment to leveraging technology to overcome the challenges of multi-level distribution. By embracing digital solutions tailored to their specific business needs, PALFINGER strengthens its position as a leader in the lifting solutions industry while enhancing the value proposition for its customers and partners.