Leenders Bike Totaal has grown in recent years to become one of Europe's largest bicycle stores. The bicycle giant was ready for the next step in its growth development, which required much more integration of online and offline. In this case study you will read how Leenders optimized customer and brand experience thanks to an effective performance strategy, exceeded ambitious revenue growth targets and has a scalable basis for further expansion.
Leenders Bike Totaal has an extensive range of bicycles, e-bikes, e-mountain bikes. With as much as 6,000m2 of floor space and 300+ demo bikes to test, Leenders has one of Europe's largest Experience Centers. In addition to their physical store in Hengelo, Leenders also offers the option to easily order a bike online.
Leenders wanted to achieve significant growth in total sales. A large part of Leenders' current turnover came from in-store sales, leaving a lot of untapped potential for the bicycle giant online.
The challenge was to implement an effective omni-channel strategy to increase total turnover by, among other things, substantially increasing the number of online sales.
We shaped the performance strategy for Leenders from three essential pillars:
One of the goals set was to optimize the website to drive online traffic and generate more appointments for personal bicycle advice. Creating experience was central to this.
We developed videos that provide an immersive visual journey, giving potential visitors a vivid taste of what to expect from a visit to the Leenders Experience Center.
Thanks to the three-layer omni-channel strategy, Leenders achieved significant revenue growth compared to last year. The bicycle specialist gained much more insight into the online and offline journey of (potential) customers, made great strides in brand awareness and saw advertising budgets used dozens of percent more efficiently, among other things.
Revenue growth YoY
More revenue growth than target set
More effective use of ad budget (ROAS)
The success of this performance strategy goes beyond direct sales and marketing objectives. It gives Leenders a solid foundation for organization-wide, sustainable growth.
The improved customer experience and customer journey strengthens customer satisfaction and loyalty and thus stimulates repeat purchases and the word-of-mouth advertising that is so important in the bicycle business.
At the same time the insights into customer behavior and market dynamics give Leenders the knowledge and resilience to respond much faster to changed customer and market behavior;
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