Our innovation power is what makes us farming innovators. But to be successful you need to create a supporting channel to bring innovations and existing solutions to the market. That is why we continuously develop our distribution channel. We have set up a worldwide network of Lely Centers. Our Lely Centers play an extremely important role in providing 24/7 service to our farmers. Based across our active markets, our local Lely Center employees focus exclusively on the Lely concept, offering advice, maintenance and sales. With a goal to offer our farmers 100% uptime. We are convinced our success lies in the hands of the Centers.
Insights into adoption of automation
The adoption of automation is gaining pace. In some markets, like Iceland and Norway, around 95% of investing farmers are opting for automation. Globally, there is still a lot of potential. As we stongly believe in robotisation as a solution for future proof farming, we make an effort to grow adoption globally. So we always aim to meet – or, even better, exceed – farmers’ needs. By knowing their challenges and removing barriers, we can guide them to automation and a more profitable, sustainable and enjoyable farming. In 2020 we started a project to gain more insights into the adoption rate per country, and the barriers and drivers for switching to automation. These insights will help us to expand adoption of automation among farmers, further develop our service concepts and solutions, and improve our advice and communication.
Lely Compass – a journey to a future-proof integrated platform
Digital transformation opens up many new possibilities for Lely and our farmers, and that naturally includes our premium distribution channel. Lely Compass aims to empower Lely Centers worldwide to support our farmers by the best tools and best processes of market-leading suppliers in digital workspaces. Data collected from our Lely Centers will be enriched to respond better to market needs and drive innovation. Lely Compass designs and deploys solutions for three streams: Sales, Service and Finance. Last year, we started the deployment of our solution for Sales in Cluster Benelux. For Service, we made steady progress on the design of the application. After further development of the applications, we will be gaining speed on our journey to a future-proof integrated platform.
Entering the Chinese market
In 2019 we set foot in China. Robotic milking is new to the Chinese market and there is a lot of potential. Not least because the adoption of technology is relatively high. We see that our products cover the Chinese farmers’ needs very well. Because of the great potential in this market, Lely plans to have it’s first Lely Center up and running in 2021, based in Shijiazhuang.
'As dairy and livestock producers around the world continue to increase their adoption of technology, the route to market for equipment and technology companies continues to align to the changing needs of the customer. At Lely, we strive to deliver our products and services thru through an ‘Omni Channel’ approach, recognising that our distribution partner, the Lely Center, has a critical role in this customer experience. As independent businesses, our Lely Centers continually work to deliver the best support and solutions in their local marketplace, while navigating the dynamic dairy markets that exist in North America. We intensively train, align and engage our partners at the Centers to deliver an exceptional customer experience, with support and solutions throughout the product life cycle. It is our goal to give our customers in North America the exact same Lely experience as our colleagues do worldwide.'
Chad Huyser
Regional director North America
omni channel approach
The distribution channel plays an important role in our servitisation journey. We continue to focus on building a strong distribution channel. By providing the right tools, solutions and service, we feed our Centers from the Lely Group to successfully support our farmers. This is what we call a triple win: the triangle between farmers, Centers and the Lely Group.
Create a successful
premium channel
Enhance customer
centricity
Develop a winning organisation
Drive
innovation
Back to
Strategy
Our innovation power is what makes us farming innovators. But to be successful you need to create a supporting channel to bring innovations and existing solutions to the market. That is why we continuously develop our distribution channel. We have set up a worldwide network of Lely Centers. Our Lely Centers play an extremely important role in providing 24/7 service to our farmers. Based across our active markets, our local Lely Center employees focus exclusively on the Lely concept, offering advice, maintenance and sales. With a goal to offer our farmers 100% uptime. We are convinced our success lies in the hands of the Centers.
Insights into adoption of automation
The adoption of automation is gaining pace. In some markets, like Iceland and Norway, around 95% of investing farmers are opting for automation. Globally, there is still a lot of potential. As we stongly believe in robotisation as a solution for future proof farming, we make an effort to grow adoption globally. So we always aim to meet – or, even better, exceed – farmers’ needs. By knowing their challenges and removing barriers, we can guide them to automation and a more profitable, sustainable and enjoyable farming. In 2020 we started a project to gain more insights into the adoption rate per country, and the barriers and drivers for switching to automation. These insights will help us to expand adoption of automation among farmers, further develop our service concepts and solutions, and improve our advice and communication.
Lely Compass – a journey to a future-proof integrated platform
Digital transformation opens up many new possibilities for Lely and our farmers, and that naturally includes our premium distribution channel. Lely Compass aims to empower Lely Centers worldwide to support our farmers by the best tools and best processes of market-leading suppliers in digital workspaces. Data collected from our Lely Centers will be enriched to respond better to market needs and drive innovation. Lely Compass designs and deploys solutions for three streams: Sales, Service and Finance. Last year, we started the deployment of our solution for Sales in Cluster Benelux. For Service, we made steady progress on the design of the application. After further development of the applications, we will be gaining speed on our journey to a future-proof integrated platform.
Entering the Chinese market
In 2019 we set foot in China. Robotic milking is new to the Chinese market and there is a lot of potential. Not least because the adoption of technology is relatively high. We see that our products cover the Chinese farmers’ needs very well. Because of the great potential in this market, Lely plans to have it’s first Lely Center up and running in 2021, based in Shijiazhuang.
'As dairy and livestock producers around the world continue to increase their adoption of technology, the route to market for equipment and technology companies continues to align to the changing needs of the customer. At Lely, we strive to deliver our products and services thru through an ‘Omni Channel’ approach, recognising that our distribution partner, the Lely Center, has a critical role in this customer experience. As independent businesses, our Lely Centers continually work to deliver the best support and solutions in their local marketplace, while navigating the dynamic dairy markets that exist in North America. We intensively train, align and engage our partners at the Centers to deliver an exceptional customer experience, with support and solutions throughout the product life cycle. It is our goal to give our customers in North America the exact same Lely experience as our colleagues do worldwide.'
Chad Huyser
Regional director North America
omni channel approach
The distribution channel plays an important role in our servitisation journey. We continue to focus on building a strong distribution channel. By providing the right tools, solutions and service, we feed our Centers from the Lely Group to successfully support our farmers. This is what we call a triple win: the triangle between farmers, Centers and the Lely Group.
innovation