Client Case
Optimizing service offerings and pricing policy for Lely
Lely, a global leader in dairy robotics active in over 45 countries, partnered with Hammer to understand how farmers value service elements and how this should translate into an optimal pricing and service strategy across regions.
The challenge
Lely offers advanced robotic solutions supported by a wide range of service options to farmers worldwide. However, it was unclear how farmers in different countries value specific service attributes, how these preferences influence willingness to pay, and whether regional differences require a differentiated pricing and service approach.
To optimize its service offerings, Lely needed fact-based insight into customer preferences, price sensitivity, and the ideal combination of service elements that would maximize uptime for farmers while supporting a sustainable pricing strategy.
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Karin Ludikhuize
Charbo, Senior Project Lead Market Intelligence
"We wanted to gain insight into the optimal price/service composition of one of our products. Since we offer this product worldwide, we also wanted to know to what extent there are regional differences and whether it is advisable to apply a differentiated strategy here."
Our approach
To answer these questions, Hammer designed a tailored research setup across multiple countries. Customized surveys were developed per region, using conjoint analysis to test how farmers value different service attributes and pricing combinations.
Throughout the design phase, Lely’s internal hypotheses on service composition and pricing were actively tested and refined in several feedback rounds. This iterative process ensured the research design reflected both market reality and Lely’s internal expertise before data collection started.
Karin Ludikhuize
Charbo, Senior Project Lead Market Intelligence
"I have experienced the cooperation with Hammer as very pleasant. It was a complicated project: the subject matter to be researched was highly specialized, but this did not prevent Hammer from setting up a solid design."
What Lely received
Hammer translated the research results into clear insights on how farmers value specific service attributes, how these influence willingness to pay, and where meaningful regional differences exist.
The findings were delivered in a global report combined with country-specific insights and practical recommendations, enabling Lely to optimize its service composition, pricing strategy, and internal decision-making around service processes.
Deliverables
- Conjoint analysis of service attributes and pricing
- Insight into customer valuation and price sensitivity
- Country-by-country comparison of preferences
- Clear recommendations for service composition and pricing policy
- Input for internal alignment and process optimization
Karin Ludikhuize
Charbo, Senior Project Lead Market Intelligence
"The analyses were very extensive and good, including a clear recommendation. What I especially appreciate is the real thinking along and their flexibility."
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- Emailegbert@hammer-intel.com
