HKL BAUMASCHINEN GmbH: Running Rentals and Sales on One Platform Across 200 Locations
Customer Success by the Numbers
increase in online product orders
online rental quote requests since launch
warehouses managed in OroCommerce
The Challenge
HKL operates in one of the most complex segments of B2B commerce: construction equipment rental.
Unlike traditional eCommerce, rental transactions are multi-dimensional. Every request includes:
- Rental period
- Mandatory accessories that vary by machine type
- Pickup location, delivery options, insurance add-ons
- Custom configurations because no two construction jobs match
Previously, HKL ran three separate eCommerce shops: rental for Germany, rental for Austria, and product sales for Germany. Rental inquiries were submitted through HTML forms and processed individually by customer advisors. Coordination between the separate systems made the process slow and fragmented.
The technical split added complexity. Rental ran on Drupal, sales ran on Oxid – two completely different platforms with separate product data, content management, and workflows. A customer renting equipment in Germany accessed one system. The same customer buying accessories used another.
HKL commissioned Turbine Kreuzberg, an OroCommerce solution partner, to consolidate all three shops onto one platform. The goal: maintain separate storefronts for each market and business line while managing products and content from a single source.
Marcus Worthmann
Digitization Team Lead at HKL BAUMASCHINEN GmbH
The Solution
HKL didn’t launch everything at once. They started with rental, the most complex part of the business, and went live in early 2020.
Product sales followed about a year later, bringing both models onto the same platform. That shift replaced a fragmented setup with a unified system handling both workflows.
On the frontend, customers can now:
- Submit requests for quotes with rental periods
- Select required accessories
- Choose pickup or delivery options
- Purchase consumables in a separate shop, using one login across both rental and sales storefronts
Behind the scenes, the change is more structural. Products, pricing, and content are managed once and reused across sites. Instead of duplicating data across systems, HKL works from a single shared pool and distributes it across markets.
The platform reflects how the business actually operates:
- 200 locations represented as warehouses
- Live ERP syncing for sales inventory and pricing
HKL currently runs Germany and Austria on OroCommerce. The entire system is deployed on-premise, aligning with HKL’s IT and cost model.
The Results
Digital usage has been steadily increasing, with COVID acting as an initial accelerator. Since launching on OroCommerce, rental quote requests have grown 23% and product orders are up 27%. The digital channel is now a consistent part of how HKL operates.
The biggest shift is in how requests are handled. For the HKL team, capturing the right details upfront means less time chasing down missing information and more time fulfilling orders. It’s a leaner, faster way to run a complex business.
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