AGU
Successful e-commerce for B2B and B2C channels
With over 50 years of tradition, Dutch bicycle brand AGU inspires and enables everyday cycling for everyone. AGU was looking for a new e-commerce partner with the expertise and collaborative mindset to become an integral and vital part of their business and found the perfect partner in Youwe.
AGU is driven by a passion for cycling and meaningful relationships. For its customers, this means providing solutions for every ride, every challenge, every day. AGU combines top quality with fair pricing and shares the love of cycling with everyone who rides.
For AGU’s partners, it’s all about personal connections, close collaboration, and trust. They work as reliable, knowledgeable extensions of the company, as if they are part of the team.
AGU made a conscious decision to refocus on e-commerce, personalized marketing, automation, and building a strong CRO team. Around the same time, AGU met Youwe. In search of a one-stop solution, AGU found the perfect partner in Youwe. No more fragmented services from different suppliers, but a strategic partnership with all solutions under one roof. With Youwe as a key partner, a new phase of innovation and growth began, centered on strategy and consultation.
2
B2B & B2C commerce
14.3%
Conversion improvement
5
Countries & Locals
A long-lasting partnership built on e-commerce expertise and trust, delivering sustained online growth.
Our solution
A strategic partnership where the personal touch, mutual trust, and collaboration are combined to generate outstanding online results.
We began by upgrading the open source Magento installation to Magento Commerce, working alongside AGU and using an agile mindset that resonated with the client’s project team. Starting with a B2C environment in Magento, and rolling out multiple country versions, we then moved on to creating a B2B environment for dealers and wholesalers.
This dealer portal allows wholesalers to discover the complete AGU offering, not only the AGU brand, but also a wide range of supporting brands that AGU offers to their wholesalers. This leading-edge B2B environment featured hundreds of thousands of products from dozens of brands, along with product catalogues and custom pricing. Whereas the previous B2B environment was outmoded, this new incarnation is an enjoyable and seamless online experience. Product information is readily available, product selection is easy, and smooth, hassle-fee shopping now comes as standard.
We also helped AGU ensure its platform was 100% GDPR compliant, navigating the regulations and helping with the required double opt-in for collecting customer e-mail addresses, as well as making all marketing communications GDPR compliant.
A fully integrated e-commerce landscape
By introducing the Alumio integration platform, working alongside AGU we united the website with their backend product lifecycle solution, Centric. Now, all prices, order flow and stock are updated and displayed correctly online. We also used Alumio to integrate the Magento shop with Akeneo, AGU’s product information management (PIM) system. Moving forward, the integration with Akeneo will be further updated to ensure we create an e-commerce landscape that is equipped to serve AGU for the next five years and beyond. For CRO, we began with heatmaps, using Hotjar, and reconfigured AGU’s Google Analytics account for optimum feedback and performance. This meant we immediately started generating ideas for platform optimisation based on solid data. Combining data insights with customer feedback and market experience, we were able to prioritise improvement ideas and make rapid progress. Our ideas and proposals weren’t just implemented. We leveraged quality A/B testing to make sure each platform optimisation is the right one. With continuous feedback and testing loops, close collaboration with development teams, and methodical documentation, implementation was effective, and platform improvements came swift and frequently.
Successes to an even higher level
With a webshop primed and ready to compete for years with AGU’s biggest competitors, a multiyear contract and strategic plan has now been agreed upon. This is designed to take AGU’s IT infrastructure, platform and ecommerce successes to an even higher level. Conversion optimisation was a key priority for 2022, and strong conversion uplift results have been achieved on limited budgets. With up to six A/B tests per month, an influx of valuable data allowed for exceptional results. One example, for Germany, showed that communicating AGU’s heritage, beginning in 1966, resulted in a 14.3% uplift in conversions. Customers were enticed by the company’s long history of delivering high quality products. In addition, a change to the cart and checkout setup led to a 9% conversion uptick for the German webshop, and an increase of 4.3% for the Dutch store.
The results
As strategic partners, together Youwe and AGU deployed a comprehensive and successful e-commerce offering
With a webshop primed and ready to compete for years with AGU’s biggest competitors, a multiyear contract and strategic plan has now been agreed upon. This is designed to take AGU’s IT infrastructure, platform and ecommerce successes to an even higher level. Conversion optimisation was a key priority for 2022, and strong conversion uplift results have been achieved on limited budgets. With up to six A/B tests per month, an influx of valuable data allowed for exceptional results. One example, for Germany, showed that communicating AGU’s heritage, beginning in 1966, resulted in a 14.3% uplift in conversions. Customers were enticed by the company’s long history of delivering high quality products. In addition, a change to the cart and checkout setup led to a 9% conversion uptick for the German webshop, and an increase of 4.3% for the Dutch store.
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