Heavy metal at Lisman Forklifts

Lisman Forklifts, one of the leading global resellers of used material handling machinery, has taken transparency to a whole new level. With the launch of their cutting-edge 360° photo studio, they’ve created a game-changing way for customers to inspect forklifts and other machinery remotely. From aesthetics to internal mechanisms, every detail is now captured, offering buyers a comprehensive and immersive experience.

Every angle, every detail
The new studio was designed with transparency and quality in mind. It features a heavy-duty turntable capable of supporting up to 12 tons, making it possible to photograph even the largest forklifts from every angle. Five advanced cameras capture up to 40 high-resolution images per machine, ensuring nothing is left unseen. These photos include not only exterior shots but also detailed images of the engine, interior, operator seat, and other critical components.

Niels van ‘t Wout, Lisman’s purchase manager, explains: “We’re proud to show the hard work that goes into cleaning, refurbishing, and replacing parts on our used machines. These images give customers the confidence they need, knowing they’re buying high-quality equipment that’s ready for use.”

A strategic build
Creating the studio was no small feat. We designed a fully automated system that seamlessly integrates with their website. “The studio needs to be spacious, well-lit, and easy to access to keep the process efficient,” says Vincent Wadee, Lisman's digital marketeer and ICT specialist.

Once the ideal location within the warehouse was identified, we fine-tuned every detail—from selecting the right lighting to choosing software that automatically attaches the photos to each machine in under five minutes. “This level of automation ensures we stay ahead in efficiency while providing our customers with the highest standard of transparency,” Wadee adds.

Immersive online showroom
The 360° photography approach positions Lisman Forklifts as an industry leader. By simply dragging a cursor, customers can rotate images and virtually inspect machines from all sides, as if they were walking through an online showroom. From Malaysia to Brazil, buyers can now explore machines in detail on any device.

“Our studio literally enables customers to take a seat in the machine,” says Niels. Advanced camera angles show every corner of the interior, including the controls, offering buyers a realistic view that leaves no room for surprises.

Meeting expectations, building trust
The impact of the studio is already clear. Since its launch, Lisman Forklifts has quadrupled the number of images per machine, presenting all inventory in a consistent, detailed format. This gives customers an unparalleled level of confidence in their purchases. The photos are unedited—no Photoshop involved—reinforcing the company’s core value of transparency.

“Trust and mutual understanding have always been at the heart of working with Lisman Forklifts,” says Niels. “Now we’ve added a new layer of reliability and openness, ensuring every machine meets or exceeds a buyer’s expectations.”

Boosting efficiency and relationships
The benefits of the studio go beyond visuals. The enhanced online presentation helps Lisman’s sales team match customers with the right machines faster, freeing up time to focus on strengthening relationships and finding tailored solutions. “Customers have been overwhelmingly positive about this new approach,” Niels notes.

Whether you’re looking for a small electric forklift or a massive container handler, Lisman Forklifts now ensures you know exactly what you’re getting. Want to see it in action? Check out their website or take a look at their video to experience this next-level transparency for yourself: