Saturday 2nd Jul, 2022

Page Macrae’s new strategy for growth

Page Macrae Engineering has changed how it engages with its customers following the COVID-19 shutdowns. ABHR speaks with Peter Swan, the company’s GM of sales and marketing, to find out how this new strategy is advancing its product development.

Page Macrae Engineering has changed how it engages with its customers following the COVID-19 shutdowns. ABHR speaks with Peter Swan, the company’s GM of sales and marketing, to find out how this new strategy is advancing its product development.

The COVID-19 lockdowns caused significant stress to businesses of all types. Those that could move to a work-from-home model were forced to adapt, while essential worksites needed to jump through new hoops.

Peter Swan, the general manager of sales and marketing at Page Macrae Engineering, said that businesses have entered “the new normal,” and believes that things will not go back to the way they were done before the pandemic.

“We’ve seen an incredible rise in the price of base materials, huge lead times for components and clients asking for equipment up to a year in advance,” he said.

“It has been a rough couple of years, I do not see this going away any time soon.

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“In light of that, there lies an opportunity. For the businesses that can work out a better way of solving these problems, they will be better placed to service clients in the long run.”

Page Macrae Engineering is a family business that supplies port equipment for bulk material handlers around the world. During the lockdowns, the New Zealand based company could not easily access Australia, so it learned to do things differently.

The business moved into the virtual world, dedicating its time into providing engaging digital presentations, client interviews and online support.

But what Swan said is most important is how the company engages with its customers.

“We are engaging with our clients a lot earlier and a lot deeper, to learn more about their expectations, when they would like certain products, or what the impact of an earlier delivery could mean for them,” he said.

“We can then look at our supply chain to see where we can help. For example, if we are aware of potential client orders and timelines, we are able to communicate to our suppliers earlier and try to expedite proprietary item supply

This feedback has also pushed Page Macrae’s product development. The company’s new Enviro Diesel Grab (EDG) is an evolution of its previous diesel grab, with changes made based on client feedback for more environmentally compliant practices.

Higher efficiency was a large part of the design stage, moving from six cylinders to four cylinders while improving digging performance. Another environmental consideration was helping ports to meet their dust and air quality requirements. The company also included the ability to change buckets, a feature inspired by Page Macrae’s chain grabs.

“We want to increase our contact with our core customers in Australia, and we intend to have an increased presence in the country,” he said.

“That means we can collaborate more, find out what challenges our clients are facing and provide improved sales and service.

“We’re excited at the opportunities ahead of us and are looking forward to developing new products that will suit the clients’ challenges and opportunities.”

We are currently engaged in planning our post Covid emergence and visits to our clients’ sites.

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