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Power Buy the Hour - Using audience understanding to get true impact and innovation.

The brief

Jungheinrich, the leading intralogistics solution provider in Europe wanted to understand the market opportunity for an initiative, using the UK as a test bed. It was an entirely new truck acquisition and charging model based on the use of Telematics data; a technology which has the possibility of redefining the short term rental market for Fork Lift Trucks. Project requirements were two fold, not only generating strategic insights, but also forming part of a thought leadership campaign.

Understanding market opportunity

300 interviews with managers and directors responsible for Fork Lift truck fleets

What we did

Working with Jungheinrich to map out and define the challenges, using the principles of design thinking, Sapio designed the project. Sapio completed 300 interviews with managers and directors responsible for Fork Lift truck fleets. The research, which looked at three key principles of innovation: Desirability, Viability and Feasibility, highlighted the issues that would both encourage and inhibit adoption.

The outcome

The research showed how the complex proposition could be broken down, developed and marketed around three key pillars:

  1. Emotional Innovation
  2. Functional Innovation
  3. Process Innovation

It provided a route map that helped Jungheinrich evaluate the opportunity. The report included price point analysis, recommendations on the proposition structure and tactics on taking the product to market. Within the first six months, a new app was created and launch targets smashed. The pilot launch quickly identified internal training requirements, led to business restructuring and redefining of the brand promise. The new proposition was adopted throughout Europe within nine months. An amazingly agile response from a global giant.

Discovery of 3 marketing pillars

Coverage success

The new proposition was received well by market influencers with many pieces of coverage such as in Logistics Manager. The supporting PR campaign was one of the client’s most successful, even before it pitched its Thought Leadership paper.

The insight findings were presented at the Market Research Society (MRS) conference “Driving Transformation Through Insight”. The presentation summarising key findings is available as a download. A White Paper on the research and proposition is available as a PDF report with the findings published by Research Live.

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