Online Dealer and End - User

engagement

Robbert van Dijk

International Marketing & e - Business Manager

Global Facts

Forecast 2015

710 Million

Employees

2.600

Sales offices

24

Distribution Centers

9

Customers

60.000

Products

500.000+

Order lines per day

35.000-65.000 Employee Satisfaction

8.0

History Internationalization

History From 2000: Focus on Europe

Think global

Centralized:

Stocking

Purchase

IT

Marketing

E-business

Act local via local sales offices

One company, One brand; KRAMP

Merger Kramp & Grene 2013

Mission

Our aim in everything we do, with the help of our business partners, is to make it easy

for our customers to do business with Kramp.

Be the essential partner in the world's

agriculture parts and accessories business

Our Vision

Achieve 1 billion revenues in 2018 by growing share of wallet at

existing and new customers and improve efficiency with a great

team of people

Our Ambition

Vision & Ambition

Core values These values form the basis of our thoughts, actions and behavior and makes us proud on Kramp!

Engaged Customer First Together Entrepreneurship

OEM Forest & Grasscare

Dealers

Construction

Dealers

Agricultural

Dealers

Customers

60.000 Customers

5/6 Customer satisfaction Rate 2015

Turnover

203 221 251

301 315 310 339

392 421 451

668 710

100

200

300

400

500

600

700

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Grene

Kramp

Budget

156

X 1

.000.0

00 (

)

Product Categories

Tractor & Vehicle Parts

Transmission & Pneumatics

Agricultural Machinery parts

Garden parts Hydraulics

Shop & Workshop

Product brand strategy

OE parts and A-Brands Private Brands

Purchase stock value

175.000.000

Services & Solutions

Business Solutions

Retail Services

Technical Services & Solutions

Academy Online Services

Distribution Centers

The Netherlands Germany United Kingdom

France Russia Denmark

Poland Finland Sweden

Wide

assortment

Product

availability

E-Business Innovative

Services & Solutions

Fast

delivery

E-Business

Innovative

Webshop

Cylinder

Configurator

Kramp

Online Service

Merchandise

webshop

Webshop

Visits / week

355.000

Order lines / day

51.150

* Average webshop facts per day

Avg. basket

Avg. Lines / basket

Avg. turnover / line

137,15

3,63

38,13

Webshop Order lines per day

0

10000

20000

30000

40000

50000

60000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Manual

Online

From single channel to multi - channel

Multi - channel distribution

Etail solution for dealers

History

2005 Pilot customers in the Netherlands

2007 Kramp Partner Program (Kramp Webshop)

2008 Start Agripapa in Germany

2009 Start MyPartsPartner

Principles

Closed webshop environment

Focus on following target groups:

Contractors

Professional farmers

Supports dealer in business addiotional to wholegoods

Etail - Dealer Criteria

Dealers (A,B classification)

Warehouse with stock to serve 24/7

Skilled staff for spare parts service and sales

Workshop and service facility

Delivery / pick up service

Right attitude

Etail - Pricing

Prices only available after login

Gross prices given by the dealer to

registered End Users are non-binding

recommended prices

The dealer can apply different discount profiles

based upon customer classification

End User will see gross prices and his individual nett prices

Etail - Delivery Options

Delivery to Dealer (overnight)

Collection by End User

Dealer delivers to end user

OR

Direct to End User

Etail - Marketing Support

Marketing package

Email Promotions direct to End User (monthly online)

Highlight promotion (theme)

Give aways

Training

Support in web analytics

Social media

Data at Kramp!

Etail - End User Registration

Dealer provides Kramp with details to register selected End User

1:1 connection with dealer

Webshop User account

Support the dealer in selecting End Users

when required

Etail - Dealer T&C for End Users

Dealer retains control of the prices and terms and conditions

When a new End User is added the dealer selects the desired discount from six discount

profiles

Kramp is responsible for supporting the processes

Maintenance prices

Maintenance discounts

End User has no contact with Kramp for pricing, discounts or other clauses concerning T&C

Etail - Invoicing End Users

The dealer receives

Weekly overview (proforma invoice) of all deliveries

Monthly turnover report

The dealer is responsible for invoicing and collecting money

from his End Users.

Etail -

Fee per quarter

Fee per registered End User

0, 50% or 100% kick back

To be decided locally

2nd Generation E-tail

MPP concept has had mixed success

The MPP brand is unrecognised by end users

Dealers search for support own business brand

E-tail increasingly important in Kramp

business strategy

Better visibility Kramp brand at End-User