AGCO is a leading global manufacturer of agricultural equipment, offering a full product line of tractors, combines, hay tools, sprayers, forage, tillage equipment, implements, and related replacement parts. AGCO agricultural products are sold under the core brands of Challenger, Fendt and Massey Ferguson and are distributed globally through more than 2,700 independent dealers and distributors, in more than 140 countries worldwide.
AGCO was facing a challenge – how to automate the order process and control pricing and quoting within their vast network of North American dealers? Dealers were using PDF, paper, and CD copies of price lists to manually configure equipment orders – a lengthy and cumbersome process. Dealers often used out of date pricelists when submitting orders, even though the pricelists were updated regularly. With dealers using such disparate, manual quoting processes, errors naturally occurred. AGCO’s challenge was to provide their dealers with a cohesive configuration, quoting and ordering process, while at the same time, exerting control over how and what was being quoted.
AGCO also sought to increase its competitive edge by empowering customers and prospects to configure their own tractors and related equipment online. Research has demonstrated increased benefits to allowing customer access to list pricing and product options, as part of the purchase decision process. Previously, AGCO customers and new prospects did not have access to relative pricing information or the ability to see available options to determine what would best fit their needs.
AGCO developed the following objectives to optimize efficiency and increase sales:
AGCO learned that deals were lost to competitors who offered online capabilities to customers for research and configuration. AGCO recognized the need to offer competitive capabilities by providing an enhanced user experience that gives customers the ability to configure products on the web and generate request for quotes to local dealers. AGCO was also motivated by the knowledge that a prominent competitor was already providing a similar experience, using BigMachines for configuration and quoting.
With a large, international distribution channel of independent dealers, AGCO needed to open its product catalog to channel partners (dealers) so they could also create accurate quotes on-demand. In addition, AGCO sought to increase up-sell opportunities by finding an efficient and consistent way to offer recommended options and add-ons for equipment orders.
By implementing the BigMachines eCommerce Engine, AGCO learned they could automate channel transactions, share real-time information to collaborate and better serve their customers by quickly providing one integrated, accurate quote directly to customers.
The BigMachines Professional Services team worked closely with AGCO to implement the initial phase of the project to support the dealer order process. Initially, BigMachines was rolled out to 100 internal and 850 channel users. The new selling platform provides configuration for over 100 different series of AGCO equipment, with hundreds of models and thousands of configuration options. BigMachines also integrates to AGCO’s JD Edwards ERP system, automating order entry from BigMachines into AGCO’s ERP system.
In the second phase of the project, AGCO launched their public ecommerce portal, powered by the BigMachines eCommerce Engine. This site allows customers and prospects to configure their own AGCO products. Visitors to the site select equipment, options, accessories and attachments, and then can immediately submit a quote request to an authorized dealer. “The Build and Quote equipment configuration tools we’ve created are very user friendly and intuitive to use,” explains Tim Lyon, sales operations director at AGCO. “By using these tools to learn about the products available, farmers will be able to get a better understanding of the many features and options available and receive the list price online automatically. They can mix and match the various options before requesting a formal dealer quote through the tool or can print or e-mail it to themselves prior to visiting a dealer to finalize the machine configuration which best fits their needs as well as their budget.”
Using the BigMachines Selling Platform, AGCO’s sales teams and channels now quickly configure products, generate quotes and proposals, manage complex pricing, and manage orders. With the implementation of BigMachines, AGCO has opened up its extensive product catalogue for configuration and quoting to more than 800 channel partners, while also streamlining internal processes.
As a direct result of implementing BigMachines, AGCO has realized many benefits, including: