Volvo Construction Equipment will skip Bauma 2022 and focus instead on closer engagement with its own customers.
Calling it a response to “evolving customer behavior which has accelerated due to the Covid-19 pandemic,” Volvo will move toward market-specific Volvo-branded events.
How Volvo CE will target customers
- Together with dealer partners, an increased focus on local Volvo-branded events will build stronger and more sustainable customer relationships
- A commercial marketing approach aimed at seamless integration of developing digital and traditional marketing channels
- Increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviors
Volvo will target its own audience with physical, digital, and hybrid events. It says the move will allow for “a more flexible, tailor-made offer, however and wherever the customer wants to interact with Volvo products and services.”
The company said the move also reflects increasing demands being made to do business in a more sustainable manner and to reduce the company’s environmental footprint.
“Whilst physical interaction remains very important, we are beginning to see significant changes in the way our customers want to engage with us both digitally and face-to-face,” said Carl Slotte, head of region Europe in a prepared statement. “This is driven both by technological possibilities of doing business more efficiently and the increasing need to do business more sustainably.
“Despite our withdrawal from next year´s event, we have not ruled out future participation at Bauma or other tradeshows,” he adds. “We will continue to review the way our customers want to interact with us and base our strategy on their needs and demands.”