Added: Feb 11, 2021
Last edited: Feb 11, 2021
Context: Lely operates within an early adaptors market with highly innovative solutions for dairy farms. The robots are robust and sustainable, but today’s innovations go faster than our customers’ investment cycles. Customers therefore only want to buy the newest models when it is time to reinvest.
Goal: Create trust and activate new customers to make the step to robotisation with refurbished equipment. With this, Lely wants to make full use of the durability and reliability of the robot and contribute to a circular economy.
Next steps: To create trust, Lely introduces a certified label Taurus for refurbishment to be rolled out in Franchise Network. To create access Lely will launch an open trader platform in 2020.
Lesson: To introduce a successful refurbishment programme it is key to organise processes of the remanufacturing itself and set up a customer-facing programme to create market at the same time.