Building the Foundation for Retail at Speed
In 2016–2017, Fietsenwinkel.nl was the largest and fastest-growing online bicycle retailer in the Netherlands.
Their challenge wasn’t demand, it was scalability. As they expanded from a pure e-commerce player into a nationwide retail and service network, manual processes, fragmented data, and inconsistent systems began to slow things down.
They asked us to build the digital backbone to keep the business growing, without adding complexity.
Their challenge wasn’t demand, it was scalability. As they expanded from a pure e-commerce player into a nationwide retail and service network, manual processes, fragmented data, and inconsistent systems began to slow things down.
They asked us to build the digital backbone to keep the business growing, without adding complexity.
Challenges
Hyper-growth across multiple channels creates operational drag. Inventory, logistics, and service workflows multiply fast, and teams spend more time fixing processes than serving customers.
Fietsenwinkel.nl needed a unified technology layer to connect data, automate routine work, and give every team (from store managers to leadership) real-time visibility into operations.
The mission was clear: make data accessible, workflows automated, and growth frictionless.
Fietsenwinkel.nl needed a unified technology layer to connect data, automate routine work, and give every team (from store managers to leadership) real-time visibility into operations.
The mission was clear: make data accessible, workflows automated, and growth frictionless.
What We Did
Application modernisation
Strategy and UX design
End-to-end technical realisation
Working closely with the Fietsenwinkel.nl leadership and operations teams, we delivered a connected system landscape designed for speed, visibility, and reliability.
Core Deliverables
Data backbone (“data farm”) powering analytics and automation across departments.
Custom Product Information Management (PIM) for consistent product data across all channels.
Social intranet for alignment and internal communication across a fast-scaling team.
KPI dashboards giving real-time visibility for both operations and leadership.
Customer satisfaction platform linking feedback directly to service improvement cycles.
Integration layer and data tooling eliminating repetitive manual work.
The result: a single ecosystem supporting thousands of daily retail, service, and logistics transactions.
Approach
We led the process from vision to execution. Defining the long-term technology roadmap, then delivering each production system in iterative, high-impact releases.
Our principles were simple:
Our principles were simple:
Automate first. Every repetitive task is an opportunity for efficiency.
Data over opinions. Centralised data replaces siloed spreadsheets and guesswork.
Adoption by design. Internal tools only matter if teams actually use them.
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Results
Unified product and content management across channels
Reduced operational overhead through automation
Stronger alignment between retail, service, and HQ operations
Fully integrated data and reporting backbone
Real-time insights driving faster decisions
Together, these systems gave Fietsenwinkel.nl the operational foundation to sustain rapid omni-channel growth. Built for reliability, scale, and adaptability.
Final Thought
Growth creates complexity — the right technology turns that complexity into leverage.
Fietsenwinkel.nl’s story shows that scaling isn’t about adding more tools, but about connecting the right ones into a system that runs itself.
Fietsenwinkel.nl’s story shows that scaling isn’t about adding more tools, but about connecting the right ones into a system that runs itself.