Boels surveys rental purchasing criteria

By Murray Pollok22 September 2022

Rental pricing is less important than both product availability and quality when it comes to rental purchasing decisions according to new research carried out on behalf of Boels Rental.

Boels, which is Europe’s second largest equipment rental business, said the research showed that when hiring equipment, price was not in the top three purchase criteria, “which goes against general assumptions that price is the deciding factor.”

Boels One of the marketing images which will form part of the Boels European campaign.

The research was carried out by Netherlands-based FlowResulting, who conducted one-on-one interviews with 200 B2B customers in Europe. FlowResulting is a specialist in customer experience and pricing strategies with clients including Audi, Nespresso and VW.

Boels said the results were consistent with the need for clients “to finish projects with as little hassle as possible. No matter the challenge or deadline, no matter the industry. As one of the participants in the European research clearly stated: ‘In construction, projects never run as planned.’”

Based on the research Boels has launched a European wide campaign based on the message ‘Boels keeps you going’. The campaign started on 19 September and focuses on the customer and the job they need to get done.

Reiant Mulder, COO of Boels, said; “Our customers give it all to reach their goal. Even when the pressure is high and resources are low. A project never stops, so neither do they. ​And that’s why we’re here. To help our customers to get the job done.”

Boels is not sharing the detailed numbers from its research, but told IRN that the surveys considered both operational and emotional aspects of purchasing; “Availability and quality both contribute to the need of companies to keep going and deliver their project on time.

“Customers were given many option to choose their top purchasing criteria. The options were generated in one-on-one qualitative interviews and then validated in a quantitative survey.”

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