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| R ational
Embracing the power of online
Eye level customer relationships at industry trade fairs and nationwide cooking demonstrations are big parts of the Rational brand reputation. By rapidly adopting online
processes for the company’s communications, including navigating around the pandemic restrictions, Rational, the leading provider in hot food preparation equipment, has transformed its engagement model. This has been achieved by combining both physical and digital relationships, giving customers even more accessibility to the manufacturer. “It quickly became clear
that we could turn this sudden and unexpected challenge to our traditional mindset into opportunities to fi nd new ways to engage with customers,” said Adam Knights, Rational’s Marketing Director. This began with the product
launch of the iCombi Pro and iVario Pro cooking systems. Just weeks away from a planned live spectacle, lockdown restrictions forced Rational to launch the products to a wide-reaching audience using digital platforms. The positive response to the successful digital launch galvanised the marketing team, giving them the confi dence to explore the power of online further. Alongside a series of newly
created videos introducing their cooking systems, Rational developed a series of interactive online webinars aimed at providing chefs from diff erent sectors of the
Adam Knights Marketing Director at Rational UK
linkedin.com/in/adamknights
industry with specifi c and relevant information to their needs. Adam continued: “Naturally
we couldn’t replicate the smell, taste and experience of our live demonstrations, so we looked at what alternative benefi ts we could bring to this new Rational experience. One of the most valuable things for our customers is their time.” With Rational holding events
online, as opposed to on site, a greater number of people from the same workplace could attend without hindering their daily operation. Meanwhile, their time commitment was reduced, since they didn’t have to travel, and as they were being presented with sector specific information, customers knew that the time spent would be relevant and valuable. “Our goal was to be informative
and supportive, whilst retaining effi ciencies for the customer,” said Adam. “By going digital we were able to stream the new Rational experiences directly into their place of work or home, via their PCs, phones or tablets. As a result, the number of digital event attendees
Rehan Uddin Asian Restaurant Owners Network (ARON)
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