Linde Material Handling realigns product offering

Linde Material Handling Australia has introduced a new approach to categorising and presenting its solutions, with a focus on reaching customers for whom materials handling does not represent a core element of their business.

Nino Pala, Managing Director, Linde Material Handling Australia, noted that a growing number of Linde customers do not fit within the warehousing, logistics or manufacturing space, rather they use materials handling equipment to support other business functions.

As such, the company has moved to simplify its categorisation of products.

“We’ve categorised products to make choices simpler than ever and to help us provide solutions that meet both operational and commercial requirements,” said Pala. “One look at our range will illustrate the scope and differences that [Linde equipment range] Kion is able to offer from a material-handling perspective.

“That’s why we’re now identifying and introducing models for businesses which typically have lower intensity use of their material handling equipment, as a support to their operations. As an example, think of homewares retailers, whose premises combine a showroom and an attached warehouse – a typically lower intensity forklift environment.”

To complement this new approach Linde reviewed its entire range and identified ‘Value’, ‘Performance’ and ‘Performance Plus’ characteristics and abilities.

The Value range encompasses models identified as suitable for lower-demand applications, Performance models are designed for medium-demand applications and Performance Plus models suit businesses with high-demand applications.

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“While other equipment suppliers might correctly identify a customer’s business as being a low-, medium- or high-intensity environment, our specialist consultants are experienced in digging much deeper when it comes to equipment requirements,” said Pala.

“Without doing so it is all too easy to fall into the ‘one-type-fits-all’ mistake, supplying equipment not really suited to individual roles within a fleet. Frankly that doesn’t serve the customer or supplier well in the long run.

“The starting point of our approach is to recognise that there may be a mixture of low, medium and high demand forklift capability requirements within any given fleet or workplace. Our specialists can then specify precisely the appropriate model for every role. And that applies to small businesses as well as large enterprises.”

Pala added that the new approach is possible thanks to the breadth of Linde Australia’s product range.

“Let’s face it, customers in Australia have a wide choice of material handling equipment providers,” he said. “However, from my perspective, Linde stands alone with its full suite of material-handling solutions for all customers, large and small.

“Understanding the difference between price and value is important in any decision that we make, but more so when it comes to material-handling equipment. I believe Linde also gives customers the opportunity to choose a supplier that is a leader in productivity, safety and efficiency, a company committed to providing the best service within the industry.”