Digital tools help to exemplify even the most complex operating principles of hydraulic components, making their customer benefits understandable in their entire depth. We use augmented reality, 3D animation and virtual cross-section models at trade fairs such as “Agritechnica” in Hanover. This is one way we support our sales specialists worldwide in explaining, for example, the new AX pump and its particular suitability for electric-powered machinery. Combining contemporary communication tools, a high level of technical expertise in consulting and intensive collaboration with customers – this is our recipe for success for delivering high-performance and cost-effective hydraulic solutions.
How important is it to participate at trade fairs?
“Participating at trade fairs offers the perfect opportunity for us to present our innovative hydraulic solutions. At “Agritechnica” 2019 in Hanover, we were able to present our new AX products to the global public in one go. Following a trade fair, we have to build on the contacts made there. We support our customers in optimising their machines so they can benefit fully from the advantages offered by the AX pump. We were able to prove this effectively with the loader made by MultiOne, since, as an application specialist, we understand the requirements of this machine very well.”
You use augmented reality for talks with customers. What value does this approach offer?
“Augmented reality allows us to present complex technical processes graphically in a way that is easy to understand. Our experience with this tool in conjunction with the market rollout of the AX products, which are based on a totally new operating principle, has been excellent. Technical elements are quickly grasped, and long, complicated explanations are no longer needed. This allows us to optimise the short time available to talk with customers at the trade fair and actively address their interests.”
Where and at what point does the customer make his purchasing decision?
“Our customers’ decision-making processes are complex and individualised, in line with the extent to which the decision affects a machine. Ideally, a partnership that is based on mutual trust is established during the course of a project, resulting in a customer-specific solution that benefits both parties. The new AX pumps and motors are a good example of this: they are ideal for use in electric-powered machinery, which is becoming increasingly popular. We anticipated this need by observing the market. AX products are already undergoing rigorous practical testing by several customers.”
“Our communication creates depth – in every dimension.”
Alfonso Brighetti
Sales and Marketing
Bucher Hydraulics
What benefits do the AX products offer you?
“The use of high-quality, high-end components allows us to supply high-performance machinery. The additional costs are accommodated by the market, which is becoming more and more reliant on such machinery. There are many manufacturers of hydraulic components on the market. But, ultimately, only few suppliers stand for the kind of product quality and service that Bucher Hydraulics does.”
What experience have you gained so far with the AX product on your machinery?
“Our experience is currently focused on comprehensive tests that we are conducting both internally and in the field – the feedback we are receiving from our technicians is exceptionally good.”
“With Bucher Hydraulics we have a strong relationship among quality-driven market leaders.”
Claudio Angeloni
Sales Director, MultiOne
“With augmented reality we present complex technical processes to our customers in a way that is easy to understand.”
Tiziano Cattani
Product Manager AX, Bucher Hydraulics
Success story from the 2019 annual report