Not many operations will be able to match Arcoma’s spectacular record in materials handling.

By the end of 2003 and just four and a half years since it established its materials handling division, Arcoma has already captured some 24 per cent of the electric lift truck market in Saudi Arabia.
Another grand achievement it recorded was its emergence as Crown Lift Truck’s top dealer in the region for the second consecutive year.
Arcoma puts it all down to aggressive marketing strategies and a “never look back” approach. “Our focus has mainly been on partnering with customers, working very closely for providing material handling solutions,” it says.
The company’s current product line includes complete warehouse range electric forklift trucks (Crown - Germany and USA), batteries for all makes of forklifts (BAE of Germany), industrial sweepers (Dulevo of Italy), dock levelers, industrial doors (Combursa, Spain) and warehouse management systems (EXE, USA).
Arcoma has fully fledged operations in Jeddah, its headquarters, Riyadh and Dammam and stresses that only qualified engineers respond to customers’ inquiries.
“Our sales engineers are not merely selling forklifts, they are also trained to offer economical and effective material handling solutions to customers,” comments Farhan Shah, divisional manager of Arcoma’s material handling company: “We have won most of our customers by offering them unique cost-effective systems.”
Arcoma has also been wooing customers with free consultancy on storage, space planning and material-handling systems, and has put in place an after-sales support system that responds promptly to customers’ breakdown calls. It has also placed ample stocks of parts in readiness to respond to customers’ needs in the quickest possible time.
Some of its key fleet customers are Aramco, Sabic, Saudi Arabian Airlines, Jareer book stores, Azizia Panda super markets, Olayan Tibett and Britten Co, Al Jazeerah Vehicles company (Ford), Ulker Chocolate factory, Al Munajem cold stores and Abdul Lathif Jameel Co (Toyota).
“Saudi Arabian Airlines have placed their initial order for three units of Crown lift trucks and have plans to procure more in the future,” said Shah.   “The airline’s FEES department said they were highly impressed with the truck’s robust and heavy duty design which served to meet their intensive work cycle operations.”
The airline selected Crown although it was not the cheapest option available, Shah pointed out. “The Saudi Arabian airlines deal was very prestigious as the competition was thick and we got the deal purely on merit. Our next step will be to go after Saudi Arabian’s cargo fleet.”
Arcoma’s sales of BAE (Germany) traction batteries for forklifts have been very good, reflecting trust in BAE products, the official said.
The company offers batteries for any make of forklift. Service manager Eric D’Mello says Arcoma has won over customers despite cheaper competition as they now place more importance on quality even if it comes at a higher price.
One of the products Arcoma recently introduced was a range of Dulevo (Italy) industrial sweepers for warehouses and factories. The machines are designed to help keep premises clean and hygienic and are particularly useful in places where food, chemicals and pharmaceutical goods are stored.  They also enhance the performance of forklift trucks by eliminating dust from the forklift drive path and leaving motors dirt-free while in traction. The sweepers are available in various sizes from a simple walk-behind type to rider-seated heavy-duty out-door type.
More companies are opting for electric forklifts against the diesel ones, says Arcoma.
Shah who has more than 15 years of experience in this field says: “It is purely to do with the application; any forklift used indoors will have to be electric-powered. Using a diesel forklift indoors will hurt the health of employees working inside.
“Warehouse managers often neglect issues such as noise and air pollution, carbon deposits, and oil and diesel spillage on the floor.  If electric forklifts are well maintained, their overall cost will be lower than diesel forklifts.”
  He acknowledges that the issues are different when diesel forklifts are deployed for outdoor use.
To keep abreast of current market trends, Arcoma has developed a rental fleet of both electric and diesel forklifts suitable for indoor and outdoor applications and is offering attractive rates. It is keen on enrolling long-term rental customers.