Beijer Ref has more than 50,000 customers in 31 countries in Europe, Africa, Asia and Oceania. The Group’s five largest customers account for only five per cent of sales.
Beijer Ref has a strong ambition always to deliver systems which meet every customer’s unique challenges. The aftermarket accounts for 60-70 per cent of sales. The Group’s focus on efficient overall solutions with a high technical content, and the fact that around 80 per cent of the company’s employees have some form of customer contact, creates long-term and durable customer relationships.
Through a well-developed logistics operation consisting of branches, or close-proximity warehouses, the Group’s customers are close to a broad product range and technical advice. In total, the Group has almost 30 central logistics centres and around 290 branches dedicated to products within refrigeration and air conditioning.
The Group has a broad customer base with a large variation in customer size. The majority of sales are made to con¬tractors and installation companies who also maintain existing equipment. The deciding factor in Beijer Ref’s role as a wholesaler is to provide a cost-efficient logistics chain which includes a broad range of products which meets the requirements of the local market.
A majority of the customers are small, independent refrigeration installation companies and contractors who have strong demands for a short installation time to end-customers with varying equipment. This places strict demands on Beijer Ref as a partner with warehousing which corresponds with the demand that exists in every country.
As a large operator, Beijer Ref is also expected to be responsible for technical advice relating to the products and systems the Group distributes. Concurrently with increasingly complex systems, this becomes increasingly decisive in the customers’ choice of partner.