This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Kramp revoluciona el mercado español del recambio

The Dutch multinational has five logistical centres delivered strategically by all Europe

Kramp Revolutionises the Spanish market of the spare

David Pozo16/04/2012

16 April 2012

It does hardly half year that Kramp constituted his delegation in the Iberian Peninsula. Today already it has 150.000 available references for all the dealers of Spain and Portugal that require so many original pieces like adaptable in the agricultural markets, forestry and of the care of the garden. The visit to the logistical centre that the company has in the German place of Strollendorf does that one can do a small idea of the magnitude of Kramp in the world of the spare.

Lost between a number ingente of corridors and between million pieces of spare in the immense warehouse of Strollendorf. Like this we found us the past 13 April the group of Spanish journalists that Kramp displaced until the German place to show us which is the authentic potential of this multinational, that disembarked in our country does hardly six months. A web developed until limits that brush the perfection and a logistics debugged do of Kramp an actor to have very in account in the competitive market of the spare in our country.

One of the big logistical platforms of Kramp situates in the German place of Strollendorf.

A bit of history...

It was in 1951 when Gerrit Johan Kramp began in Varsseveld (Holland) to buy and negotiate with pieces of spare. This familiar initiative has converted , six decades afterwards, in one of the leading groups in the distribution of pieces of spare, with 1.300 employees and 393 million euros of turnover. Kramp, with a growth of 80% in the last six years, has of 250.000 references, 2.500 providers, distributes 500 marks, and is present in 17 European countries, thanks to his five logistical platforms. “One of our strong points is that we can sell any type of piece that exists in the market. We have so much at first original marks, as also of adaptable spare. Our aim is to offer quality and service to our partners”, affirmed François Richard, general director of Kramp France and Iberia. At present Kramp has of existences in products by a value of 85 million euros and realises some 60.000 lines of requests to the day, 97% of which arrive satisfied to the final customer.

The general director of Kramp France and Iberia, François Richard (dcha.), it realised the presentation of the company beside the responsible of the Spanish delegation, Ricard Plasters (izq.).

The multinational has 40.000 customers (35.000 in the agricultural market and 5.000 in the one of forestry and gardening) and a minimum of 10.000 requests to the day, 90% of which realise through the web. The first market is the one of the Low Countries with 138 million euros invoiceed (27% of quota), followed closely by Germany (129 million euros/26%). By segment of market, the agricultural spare is the big protagonist, since it supposes 65% of the total of the turnover of the company (204 million euros).

The multinational has 40.000 customers and a minimum of 10.000 requests to the day, 90% of which realise through the web

“What pretend is to do understand to a dealer 'type', that have of some 35.000 references in stock (1,1 million euros), that with Kramp can improve his offer (250.000 references), at the same time that runs a lower financial risk”, concludes François Richard.

The new challenge: Kramp Iberia

The past summer began to give the first steps to create the Spanish delegation of Kramp, a team of six people that finished to constitute the past month of November. Under the lemma 'To contracorriente', Ricard Plasters, responsible of Sales of Kramp Agriparts Iberia, began his presentation insisting in that it treats of “a project on a long-term basis in which it wants to invest , offer a good service, an adaptation to the market and in which it asks him to the dealer that no estoque. Our aim is to do partners on a long-term basis, and beside the product offer them a value added in the management (requests, turnover, etc.)”.

In the actuality, and according to Kramp, the agricultural market Spanish is particularly interesting by the variety of crops and by the big quantity of local manufacturers of machinery. With more than one million exploitations, the market has a potential of 3.300 million euros and more than 4.000 points of sale (more than 700 authorised car dealers). The forestry market and of gardening neither is despicable, with more than 2.000 grantings and an upper potential to the 25 million euros.

According to Ricard Plasters, “are not here to oust to anybody, but to find our place of the humblest form and with all the excellent tools of which have. We want to cater to our partners of products and services that contribute him competitiveness and help them to improve his profits”. One of the elements in which more emphasis put during the presentation is in the importance that has for Kramp the figure of the specialist of product. It treats of an expert in his field and specialised in a family of products, that is to the service of the customer to answer to all his technical questions and advise him.

Kramp Explains only in Germany with a group of more than 60 specialists of product, fundamental to give a complete service to the customer.

After giving the first steps in FIMA, in these moments already there is more than 400 dealers that have asked to do partners and 300 that have showed interest. The Spanish network resupplies through the logistical platform that Kramp has in France, and the aim is can serve a piece of normal dimensions (máx. 30 kg) in so alone 24 hours. In these moments the multinational is building a new plant in the French place of Poitiers, whose location and automation will allow a management still faster and efficient of the requests.

The aim of the Spanish delegation is to happen of the 5 million euros of turnover in 2015, representing between a 4 and 6% of the total turnover.

An ally of first: Same Deutz-Fahr

One of the first steps of Kramp Iberia has been the agreement of partenariado reached with the Group Same Deutz-Fahr. It treats to join the advantages of the network Same Deutz-Fahr with the tools and the services that offers Kramp. Of this form distributes the mark of spare parts Start, managed through the channel Agricenter, and even realises specific campaigns (designated Click). Kramp Also commissions to adapt the linear of the shops of Same Deutz-Fahr with the colours and the logos of the company.

Linear of a shop Agricenter of Same Deutz-Fahr.

A web that revolutionises the world of the spare

144.439. That was the exact number that marked the counter of available articles of the Spanish version of the web of Kramp in the moment to draft this article. It treats of a dynamic counter, since continuously they go incorporating new references. The web is the big tool with which explains Kramp. Backwards they have remained the big books with thousands and thousands of references. Now the customer can do his researches and requests 24 hours to the day, the 7 days of the week. In the moment in that it selects an article can see the availability, his net price and all the technical information of the same.

10 years has worked Kramp in a web in which they are involved 50 people continuously so that it follow evolving and 150 so that the data that appear are updated to the minute. But the page also allows him to the customer a lot of options more: follow-up of the state of the request; data of turnover; historical of requests; return of requests; etc.

Kramp Has a web through which realise 90% of all the requests.

The last novelty is 'Kramp Mobile', a software developed by Kramp so that they can realise requests of a clear form, simple and flexible from an iPad of Apple. This new option allows more mobility, that the technician of the dealer can realise the request in situ from the place of the failure, and have an information updated daily (prices, existences, etc.).

The palpable example: Strullendorf

The logistical centre of Kramp in Germany, specifically in the place of Strullendorf, is the most evident sample of the potential of the company. Inaugurated in April of 2009, has 320 employees, has a surface of 30.000 m² and serves to 8 countries (Germany, Austria, Italy, Switzerland, Rep. Checa, Slovakia, Hungary and Poland). Of his 16 doors of load and download go out and go in more than 20 trucks to the day, what in number of lines served translates in some 16.000 daily, with beaks of until 23.000. The warehouse has a system of 1.300 metres of chains, 140.000 locations of racks and a system of management totally computerizado that it controls it to the minute. The centre explains also with a mechanical workshop to assemble pieces of transmission, hydraulics and valvulería.

Upper vision of the warehouse of Strullendorf (izq.) And Ricard Plasters, responsible of Sales of Kramp Iberia, showing a piece assembled in the workshop (dcha.).