Heads Up (Part 2)


In his second report, Jeff Schofield speaks with the leaders of large and national hirers, and discusses the themes of digitalisation and the environment.


I


n the previous edition of Executive Hire News we sought the opinion of hire industry


leaders who gave their thoughts on a range of topics. This second piece is written in the same vein as the first, a positive article, from the industry, for the good of the industry and covers digitalisation and the environment.


In addition to contributions from Jeremy Fish CEO of Ardent Hire Solutions, Brian Sherlock MD at Vp PLC/Brandon Hire Station and Andy Wright CEO of Sunbelt UK, we are joined by Russell Down CEO at Speedy Hire PLC and Asif Latief MD at Boels Rental.


It was interesting to find out more about how the hirers are managing their respective digital transformations and how the threat posed by global warming is driving decision making.


In the first article Brian Sherlock commented how Brandon Hire Station had accelerated their digital transformation as customers during the pandemic signalled that they wanted to, and indeed, needed to trade digitally.


Brian said, “We created an omni-channel approach, it is very clear that confidence in transacting over a wide range of digital platforms has grown exponentially. I fully expect this trajectory to continue as customers’ habits change and there is wider recognition of how easy it is to transact and communicate with us.”


Concluding on a philosophical note “Customers still have a need and want to visit branches to deal face to face with people in a trade counter environment.”


Speaking to the first of our new contributors, Speedy Hire CEO Russell Down, I was keen to find out more about the digital journey the company was on.


Russell commented “ ’My Speedy’ has evolved over recent times to match our customers’ needs. The app-based solution enables digital transactions and the provision of key data to support client decision making.”


I wondered how adoption and participation rates had been impacted through the pandemic.


a need to visit branches and deal with people in a trade counter environment.


‘‘


“We saw more downloads and transaction from our SME customers, but there still remains a reluctance from certain sectors to fully adopt. The uptake from our larger National customers has been slower, as we work with this group on fully integrated digital transactions.”


’’


In conversation Russell mentioned Artificial Intelligence (AI) and I was keen to understand more.


Russell explained “A.I. now predicts customer demand on a range of products across the network, driven by data and not emotion. The information indicates which products need to be stocked where, critical for meeting our 4-hour delivery promise.”


Andy Wright at Sunbelt UK explained more on data provision.


Brian Sherlock MD at Vp PLC/ Brandon Hire Station


“Providing data to our customers that Customers still have


Russell Down CEO at Speedy Hire PLC


supports their strategic objectives around safety, efficiency or the environment adds real value to the traditional hire experience. On site machine connectivity is a reality, however, achieving this on one platform is a challenge we must overcome. This type of data supports contractors with their demand and cost modelling, in addition to better managing risk.”


Andy commented on how digitalisation will help recruitment.


“Connectivity and digitalisation will make the industry more attractive to the next generation of graduates, resulting in more seeing a fulfilling career in plant hire.”


I asked Jeremy Fish more about Ardent Hire’s philosophy around digitalisation.


“I joined Ardent to do something a little different, I saw an industry with massive potential. Frustratingly the initial pace of change around digitalisation was slow. If the traditional thinking is that something has not been done before, then our instinct is to make it happen. Or if something is too difficult, our instinct is to take it on… that’s the philosophy at the heart of Ardent.”


I welcomed Boels Rental MD Asif Latief to the conversation. I wondered what the last 18 months had done for customer buying behaviours.


“Demand from our digital channels grew


36 Executive Hire News - September 2021


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