CykelPartner is Denmark’s largest reseller of bicycles and bicycle accessories. The company was founded in 2005 by Michael Givskov, as part of his long and successful career in selling bicycles and accessories. The company keeps a huge product selection in stock meaning that 98% of all online goods can be delivered the day after order.

“Cykelpartner.dk will always be something very special to me,” says Kim Østergaard, founder of MarketingPlatform. “I originally come from the local area around Skive, and saved up and actually bought my first bicycle from Givskov Bicycles – a few years after the business was established”.

“After switching to MarketingPlatform, we experienced a 68% point improvement in CTR (click-through rate from newsletters to webshop), without changing either segments or content,” says Lars Bachmann of Cykelpartner.dk.

 

Customer Data Platform

Through an integration of product data and purchase information, Cykelpartner has created their Customer Data Platform (CDP) in MarketingPlatform. The purchase information, or transactional data, is retrieved through a standard integration with ChainBox. Here, all order data and order lines are automatically synchronised to a One-to-Many (OTM) data model in MarketingPlatform. As a result, Cykelpartner can create segments such as – Customers who have bought Shimanogear for MTX but who have not purchased other relevant products for the same bike type – and a host of other segmentations based on product and purchase data.

Data is the key to success in eCommerce. Unlike in physical stores, every visitor leaves massive amounts of data behind them. “Imagine running a physical store where you start by asking the customer about their previous purchases, what shelves they looked at before, and what shoes and clothes they had on Thursday when they were just walking past the store,” theorises Kim Østergaard. Frankly, it would never get off the ground. The customers would, of course, run screaming out of the door. But you can do exactly that online without a sense of intrusion or confusion.

Lars Bachmann, Head of Marketing, Cykelpartner

“After switching to Marketing Platform, we experienced a 68% improvement in CTR (click-through rate from newsletters to webshops), without changing either segments or content.”

Tracking and deep data

Tracking can gather knowledge about the people who visit the webshop. At Cykelpartner, the Tracking script from MarketingPlatform records which pages are visited, which products and categories are visited or added to the shopping cart and removed again, and much more.

This information can be combined in segments (also called audiences or audiences) with the deep data from the webshop. That is to say, with all the purchase and customer data that is synchronised from Chainbox – the webshop behind Cykelpartner.dk.

In this way, segments can be created in MarketingPlatform with just a few clicks. And all these segments can be fully used in an omnichannel setting – i.e. for email, text messaging and communication on social media.