Company Overview

Bromma, a global leader in container handling equipment and a division of Kalmar,  designs and manufactures spreaders for container cranes, with customers in over 99 of the top 100 seaports worldwide. With headquarters in Singapore, production in Malaysia, and a presence in over 40 countries, Bromma is known for its customized, modular products tailored for specific crane and customer requirements.

The Challenge

Bromma faced significant challenges managing its complex product portfolio, which required extensive customization to meet diverse customer needs. Their sales process, which involved manual data handling and inefficient legacy systems, lacked the agility needed to leverage real-time data, impacting the company’s ability to optimize pricing, product options, and margins.

“Any type of ad hoc analysis, we can do much more efficiently now, in a completely different way than before. […] It is really shifts the game completely”

Joakim Heijbel, Director Digitalization and Sustainability

The Solution

In 2012, Bromma implemented Tacton’s configuration solution to streamline their sales and configuration processes. Initially, the implementation covered a limited scope but evolved into a full-scale Tacton CPQ implementation by 2018. By 2023, Bromma took their digital transformation further by upgrading their CPQ system and integrating it with Salesforce and Google Cloud’s analytics platform. This enabled deeper data analysis and more informed, proactive decision-making across the business.

Key components of the solution included:

• Complete Product Integration: By 2018, all Bromma’s products and options were fully integrated into Tacton CPQ, ensuring every sale occurred in the system.
• Advanced Analytics : The integration with Google Cloud, allowed Bromma to leverage real-time data, delivering detailed insights into pricing, margins, and product configurations.
• Data-Driven Decision Making: Tacton CPQ data helped Bromma enhance decision-making, from tracking product roll-outs to forecasting demand for long-lead components.

The Results

The Tacton CPQ implementation yielded significant improvements across the business:

• Increased Efficiency: All of Bromma’s sales now flow through Tacton CPQ, eliminating manual work and streamlining the sales process.
• Optimized Product Management: Product managers now have access to real-time data, enabling them to monitor new product roll-outs, track popular options , and adjust pricing strategies based on market trends.
• Improved Supplier Relationships: By forecasting demand for long-lead components through integrated data analysis, Bromma improved its relationships with suppliers, reducing lead times for customers.
• Sustainability Monitoring: Bromma’s eco-portfolio, aligned with EU sustainability standards, is now easily tracked via Tacton CPQ , allowing the more accurate reporting and forecasting for eco-product sales.

Conclusion

Bromma’s usage of Tacton CPQ has transformed its sales and product configuration processes, enabling the company to make data-driven decisions that improve efficiency, product management, and customer satisfaction. With advanced analytics and proactive forecasting capabilities, Bromma is now well-positioned to continue its leadership in the container handling industry and deliver enhanced value to its customers.

“The investment to get the technology in place and to get the information out is so low […] and the business value you get out from start analyzing this data is so big, so you should just do it. It’s not complicated.”

Ingemar Lindström, Digital Transformation Lead