BuBaboo uses ResCoM to support Flex Plan, a flexible rental system for prams and strollers. Bugaboo's flexible lease plan for its cutting-edge prams and pushchairs. The Bugaboo International is a Netherlands based mobile product development and manufacturing group. Bugaboo was established more than 15 years ago and manufactured the world's first ever pram. Today Bugaboo employs over 1,400 people around the globe and its flagship product is marketed in more than 50 markets.

Bugaboo's product was already circular in several ways before joining the ResCoM group.

Engineered to be long-lasting and have the capability for reuse through second use, they are simple to service, backed by service and parts uptime. Nevertheless, there is still scope, particularly in the area of alternate financing options such as lease agreements, which have not yet been realized.

In the ResCoM research Bugaboo researched and tested a small pilots for its "Flex Plan", which provides a lease for new pushchairs. Bugaboo has also taken into consideration the Bugaboo Busiiness Case for its "certified renovated system" - where pushchairs are "refurbished as new", certificated and marketed as "Bugaboo approved" renovated pushchairs.

Bugaboo's Flex Plan provided clients with the option during the piloting phase to modify their pram models and equipment according to their evolving lifestyles and needs. Clients can sign up for the Bugaboo Flex Plan to rent a stroller by making a security payment and a basic month's subscription charge. A number of obstacles and issues had to be tackled before the new approach could be implemented.

This involved establishing efficient take-back management, monitoring and following the return of goods, complying with regulations relating to reconditioned goods, optimizing the lease and reconditioning designs, and gaining an insight into the fiscal viability of the new versus legacy operating mode. This resulted in a test on the Flex platform being conducted with around 50 clients.

Bugaboo is currently not addressing the expansion potentials into new markets. Flex Plan, it seemed to be the entry to a high-end pushchair without the high upfront costs. Further factors were the possibility to change between the different types of product, the sustainability and the comfort of the services.

BuBaboo used a mix of the various ResCoM utilities to enhance the circulation of its product. In the early stages of product development, the circuitality calculator and multi-method simulation provided Bugaboo's engineers with the ability to benchmark alternate circuularity sceneries for their product. It provided first insight into useful quantity information such as possible savings in materials volumes and break-even points of different scenario.

BuBaboo found the Circularity Calculator useful for design professionals, engineering professionals and marketing professionals. MI:Web BoM Analyzer provided insight into the eco-efficiency of different materials choices, and the analysis tool evaluated the design's prospective return on investment. As the most lucrative of scenarios, Bugaboo would be that Bugaboo would be used by Bugaboo for two years and then kept by Bugaboo for a bail.

That statement was contrary to the objective of offering a new type of commercial approach in line with the company's policy of "products geared to longevity". The reason for this is that Bugaboo has not been optimized for use as a supplier, take-back logistician and stroller refresher. Bugaboo's Parts Planning and Reman Design checklist helps to determine which parts can fit into different design styles.

Bugaboo was particularly keen to find the right equilibrium between appealing design and design for longevity - for example, a module could allow easy refurbishment, but could be less powerful and robust, which is an important demand for pushchairs available under Flex Plan. Have a look at the tools and the platform>>The driver identified a number of issues that need to be overcome in order to take full advantage of the value of the lease scheme.

In order to offer clients the possibility of changing their prams during the entire rental term, ways must be found to cope with the higher renovation and transport cost. In addition, it became clear that humans would probably handle the product much less carefully than if it were their own. According to the present property model, the product is likely to be used by two to three households.

In the case of the leased drivers, however, the prams were already broken after a few month although the customer paid a security of 200 euros. For Bugaboo, there is still room for improvement in this area, and ResCoM has shown Bugaboo that there is room to further optimize its offering, cut costs and cut GHG emissions.

BuBaboo is planning to use the results of the Flex-Plan pilots to further explore ways to further evolve "products for the future".

Mehr zum Thema