Atlet are specialists in the warehousing and distribution industry, providing a supportive approach to our customers storage and handling. Atlet manufacture and service warehouse and counterbalance forklift trucks. We collaborate with our customers in order to understand the demands placed on their stocking and delivery functions.
Warehouse & Logistics News – First of all, what does your role involve day to day? Has your role changed since last year?
I provide the bridge between the business drivers for profit and market share, and the sales force who deliver it.
WLN – 2012: how was it for you?
2012 has been a very productive year, especially for new truck sales. The market is showing a good appetite for the solution driven sales approach Atlet provides. Enquiries for logistic simulations are at an all-time high and we have welcomed many new customers to the Atlet “fold”. Over 75% of our business has been on a long term rental basis which, from a customer point of view, helps to reduce the cash flow implications of increasing capital equipment costs.
WLN – Did your company provide any of the warehousing and logistics services for any of the major public events this year? Have you noticed any lasting effect after these events?
We experienced huge demand from our customers for Short Term Hire equipment during the celebration period, especially the food serve sector.
WLN – What effect did the major snow falls at the end of last year, the lack of summer, and the Olympic Games have on your company?
Short term conditions such as adverse weather had little effect on our years result although, like many, road communications were negatively affected during the worst of the snow fall. The long term condition remains stable and has shown some growth.
WLN – What is your particular proposition for customers in the warehouse & logistics sector? Has that changed since last year?
Atlet are committed to improving efficiency and controlling customer costs – this was true last year and will still be our mantra for 2013.
WLN – How has your business sector been performing in 2012? What do you see as the most important recent developments?
The market for MHE is on the increase, a proportion of this volume is made up by the replacement of rental equipment that had previously been placed onto rental extension, during the recession years, by customers who had been unsure of the future, but who are now more confident.
WLN – You are a major supplier in the ‘warehousing/ MHE’ category, what proportion of your business is this? What else can you offer?
Supplying and supporting the Atlet range of warehouse trucks and counterbalance machines is our core business The consultative nature of our sales approach, however, frequently un-earths additional demands from our customers in order to “best fit” their requirements, including Fleet management, advanced battery change equipment, driver training and sometimes even engineer training and support.
WLN – Have you moved into any new areas of activity during 2012? How are they doing?
Following the introduction of a more compact reach truck we have seen that this truck type has many practical advantages in the manufacturing sector and as a consequence we are seeing a greater Atlet presence in manufacturing facilities .
WLN – What was your biggest investment to improve your business in 2012? What else did you do?
Atlet have merged into the UniCarriers organization along with Nissan Fork Lifts and TCM (the fork truck division of Hitachi). As a group UniCarriers are one of the largest suppliers of MHE in the world. On a local level we have ambitious expansion plans which will certainly require recruitment into key positions.
WLN – How are your existing products and services doing?
All products are performing well although we have noticed a dip in the narrow aisle sector, this has been over shadowed by the magnificent acceptance of the New Tergo reach truck range.
WLN – Have you launched any new products or services in 2012? What are they, and how are they performing?
The recently launched new Tergo reach truck has exceeded even our most optimistic sales expectations and is being very well received. The range has been extended at both ends of the capacity spectrum, with the compact ULS appearing in production facilities and the high lift UHX allowing customers the flexibility to place 1250KG loads up to 12.1 meters!
WLN – What’s been your company’s single biggest achievement in business this year?
Aside from the obvious large business deals, I think our greatest achievement has been the motivation and attitude of our entire complement of staff. Atlet aim to be an efficient and easy company to do business with and in order to achieve this ambition every touch point for customers and prospects alike has to be a good experience. It is the attitude of our team that delivers that good experience.
WLN – What was your favourite business moment in 2012?
Achieving budget is always a good moment!
WLN – If you had to go through 2012 again, what would you do differently?
I would have made greater provision for Short Term Hire equipment in order to meet what was, looking back, exceptional demand.
WLN – Do you operate in any other countries besides the UK? How are you getting on there? Have you gone into any new countries in 2012? What’s that been like?
Atlet have subsidiaries across Europe and a dealer network in markets not covered by a subsidiary, each one reflecting their countries economic climate.
WLN – Have you won any awards in 2012, or been accredited to any new industry standards during this time?
Atlet do not generally chase awards within our own industry, however our recent award for environmental consideration was happily received.
WLN – Which industry sectors are your customers in? What applications do people use your products for? Have you seen a shift in industry sector demand during this time?
Warehousing, distribution and production represent the main sectors where you will find Atlet equipment. The greatest shift recently has been in utilization, where businesses are becoming more reliant on the robust nature of our trucks and battery change systems so that they can operate their equipment more intensively.
WLN – Do you sell your products direct or through distributors? Has that strategy changed in the last year?
No.
WLN – Can you tell us about any of your major projects in the last 12 months, and what they have involved?
Not by specific project, but we have enjoyed break through business in the food production sector and continue to be very strong with 3PLs and Grocery retailers.
WLN – Are you making use of social media in your marketing?
Atlet recognize the marketing and networking potential of these social media and have a |presence on Twitter and Linkedin as well as supplying thought leadership papers through our website.
WLN – Have you developed your web site in the last 12 months? What difference do you see it making to your business in 2013?
In addition to the corporate and product detail that web visitors expect to see, we are focusing on the message that to Atlet Business is personal with “talk to us” invitations and case studies from customers who want to share their Atlet experience. Go ahead and check out Atlet.co.uk
WLN – How do your forward orders compare with last year?
We are taking a stronger sales funnel into 2013 than we brought into this year and are experiencing a very strong close to 2012.
WLN – How do your lead times on orders compare with a year ago?
Thanks to a well-managed production facility in Gothenburg, lead times are remaining consistent despite an increased order book.
WLN – Which trade shows did you exhibit at in 2012? How were they and which shows are you at in 2013?
In 2012 Atlet were keen to attend regional events including those organized by the associations that support our industry. 2013 will follow a similar trend.
WLN – Can you tell us about your plans for 2013? Where do you see your company going next year?
Expansion is a very achievable expectation for 2013 and we have started the structuring process in order to meet these additional demands.
AND FINALLY…
WLN – What’s the most exciting thing about your job?
Discussing logistics challenges with customers who share an interest in improving their operation and recognize the need to commit to a collaborative process with their suppliers.
WLN – What would you like Father Christmas to bring your company?
A long list of companies who would welcome an introduction from us.
WLN – What are your ambitions for 2013?
Maintain our customer retention levels and win more new business.
WLN – If you won the Jackpot in the EuroMillions what would you do?
I would help reduce congestion on British roads… by buying a huge villa in the South of France and going to live in it!
Atlet Ltd
Tel: 01844 215501
Email: sales@atlet.co.uk
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