Ten Tusscher

Growth with new Magento online store and Akeneo

Ready for maximum growth

The current online store of Ten Tusscher bicycle store was urgently in need of an upgrade. In order to achieve the ambitious plans for the future, the design not only had to be refreshed, but the product content also had to be optimized. We therefore built a new online store in Magento 2 and linked it to a newly designed Akeneo product information management system (PIM). In this case, we will show you exactly what we have done and how Ten Tusscher benefits to the maximum from these innovations.

Services

Ten Tusscher

Meet the client.

Ten Tusscher is a bicycle store known for its high level of service and craftsmanship. Their physical locations in Enschede and Almelo each boast a large showroom and workshop. They also have an online store. Ten Tusscher supplies all kinds of bikes; from mountain bikes to racing bikes, from city bikes to high-speed e-bikes and has around 800 different models in its range by 21 top brands. It presents itself as ‘the bicycle store where service and quality are paramount’.

Visit the new webshop of Ten Tusscher

Purpose of our collaboration

Continued growth with a third online branch.

The current Ten Tusscher online store does not yet allow visitors to filter effectively on the features of bicycles. And that had to change. With better product content, the bicycle store wants to offer a better customer experience. Because the data from the source systems of the bicycle store is not suitable for one-to-one transmission to the online store, a link had to be established with the Akeneo product information management (PIM) system. Suppliers use different standards and process information by their own methods. This is confusing for the customer.

We have decided to standardize, structure and enrich the data with Akeneo's software. The PIM is linked to the new open-source Magento 2 online store, where the various features are clearly highlighted and visitors can filter in a targeted manner. The ultimate goal is for the online store to become a third branch of Ten Tusscher.

The strategy

Staggered approach.

Partly due to the coronavirus outbreak, cycling is more popular than ever. This results in a large shortage of models and parts. Ten Tusscher is known for the large stocks it has always maintained, so many customers visit their stores or take a look at the online store. Daniel: “Ten Tusscher has a large range which is supplemented several times a year. On the new online store, the link with the PIM quickly shows which bikes with which features are in stock. This allows the bicycle store to accelerate the time-to-market and improve the performance of products in the online store. The online store is eventually to become the third branch of Ten Tusscher.”

We have outlined the customer journey of cyclists in the Netherlands below:

1. Data inventory and content design

First of all we determined, together with Ten Tusscher, what had to be recorded in the PIM system and which source systems there are to access data. That turned out to be the checkout system in the physical stores. At the same time, we worked on the content design. The layout was given a contemporary look.

2. Offline in addition to online

In addition, Ten Tusscher not only wants to serve customers online, but also attract people to the physical stores for bicycle service and maintenance, to take a test ride or to browse around the showroom at your leisure, for example. Daniel: “They are passionate about what they do, they are knowledgeable, and they help you when you have a problem. We clearly show this in the design by using images of bicycles in the showroom and bicycle mechanics working in the workshop.”

3. Automation, optimization and testing

Once the products are in the PIM, they can be automatically transferred to the online store. We then worked on the front-end functionality. In other words; the technical implementation. After that, we crossed the t's and dotted i's in the test environment.

The product route

From purchasing to data enrichment.

This project clearly shows the route of the products. This starts with the purchase orders in Cyclosoft, the checkout system. At that time, Ten Tusscher didnt knew little more than the item number and the name of a new model and a photo of the prototype. “At that point, we already start building the model in the PIM. We then enrich this step by step as soon as more data becomes available. Throughout the year, it becomes clear what kind of chain is used, the type of brakes, in which colors the model is available, etc.

We then present this in an easily readable text. For example, a size of 21 inches doesn't mean much to customers. We translate this for customers. For example: ‘This bike will suit someone with a height of 6 ft’. Only when the item is ready to be sold online, it will actually be listed in the Magento store. At the front-end, consumers can filter for ‘bicycles that match my height’, for example.” As soon as a customer places an order through the online store, this is fed back to the checkout system.

Tevreden klant

Voor gerichtere targeting.

Resultaten

In cijfers.

+137%

Meer conversies

+43%

Meer vertoningen

+ 36%

Meer clicks

- 32%

Daling van de Cost Per Click

- 61%

Minder kosten per lead

Ready to go live!

After all preparations had been completed and the technical landscape was ready to go live, the time had come to officially launch Ten Tusscher's new website!

View the new website of Ten Tusscher

Reactie van de klant

Verwachtingen overtroffen.

De basis die wij hadden staan wat betreft content en advertising op de marktplaatsen oké, maar om de volgende stap te maken zijn wij gaan samenwerken met Adwise. Hun strategische marketplaces aanpak naar product content, assortimentsanalyse en advertising heeft ervoor gezorgd dat wij de doelstellingen ruim overtroffen hebben. Een goede samenwerking dus!

Jeroen Boeve Directeur Specishops

Ready for the future

Thanks to a solid and scalable foundation.

The collaboration was facilitated by the technical knowledge of the Ten Tusscher team. They recognized the importance of a new PIM system, giving them a solid foundation for continued growth. From this foundation, we can now continue to develop and add various functions to the technical platform.

“Ten Tusscher can continue to expand the product information, without requiring a lot of technical knowledge.Incidentally, there are mainly digital natives working at Ten Tusscher, which really benefits the collaboration. They understood that a new PIM system was required and that just a new jacket would not be enough. Just before the start of the cycling season they are ready to take another step!” - Daniel Lefers, Adwise technical consultant