Case Study: Toyota Material Handling Europe improves customer service and e-commerce experience with Columbus

How Toyota Material Handling Europe improved customer service and experience through their e-commerce strategy

Toyota Material Handling Europe (TMHE) needed to modernize its sales and service to meet evolving customer expectations. As a leading forklift manufacturer in a traditional industry, it faced the challenge of moving from a complex, offline sales process to a streamlined digital one. Partnering with vendor Columbus, TMHE aimed to develop an e-commerce strategy that would offer customers a self-service portal with simplified pricing and access to information throughout the entire customer lifecycle.

The solution, implemented using the Optimizely e-commerce platform, involved creating a user-friendly online store with configurators for complex products and a dedicated Customer Portal for key accounts. Columbus worked closely with TMHE to form a dedicated digital business team, fostering a culture of iteration and collaboration. As a result, TMHE successfully digitized its sales of new, used, and rental trucks and spare parts across Europe. The partnership with Columbus continues with an agile roadmap for ongoing improvement, significantly enhancing the customer experience and providing live data access through the portal.

Toyota Material Handling Europe

Cecilia Nilsson

Head of e-commerce and Digital Marketing