Canada-based Finning International - Caterpillar's largest dealer - is implementing a new mobile and smartphone app where customers can search and find Cat equipment and request rental.
Gary Agnew, vice president, digital, at Finning International, was speaking to IRN at Caterpillar's pre-ConExpo event, and said the company would introduce the app later this year.
He said Finning wanted to make the process of renting equipment as easy as possible for its customers, and added that the app would allow them to browse through its equipment in their own time, before deciding whether to make a transaction.
The app will not, however, distance the company from its customers, claimed Mr Agnew, which is something he believed was vital to overall customer satisfaction.
"It's not about one thing or the other," said Mr Agnew. "We want to give our customers the choice of either browsing on the app at their convenience, or speaking to us face to face if they want our expertise.
"I know that, if I see a phone number option if I'm browsing cars, I just ignore it, as I like to look at things myself in my own time. But you have that piece of mind that you have the number available if you do want some advice."
Finning's digital vice president said he believed the brand was strong enough that customers would know they're getting quality, without needing that assurance from the app.
Caterpillar also discussed the new products it would launch at ConExpo, and Mr Agnew said its new 950 GC wheeled loader would be popular for the rental market. The model is powered by a Cat C7.1 tier 4 final engine. He said the simplicity of the model would appeal to renters, with its ease of operation.