Corona crisis: from stationary to multichannel retailer in ten days

About Winkels

For more than 20 years, the movement experts at Winkels have made a name for themselves as specialists in orthopedic footwear. In their own analysis studio, the team observes, assesses, and optimizes the movement patterns of their customers to improve body posture and alleviate pain. Since 2015, the movement experts have focused on running consultations and selecting the right shoes, particularly the On Running brand, for ambitious runners. Owner Bernd Winkels, known as the #RunningGuru, has built a reputation primarily through YouTube.

Challenge

During the COVID-19 crisis, Winkels was forced to close its physical stores. To continue serving its customers, the company swiftly shifted to digital contact and sales channels.

Implementation

Within just ten days, an online shop based on Shopify was launched, allowing customers to shop or learn more about the services offered. Additionally, an “online storefront” concept was implemented. Products displayed in the window were tagged with a QR code. Customers could scan a shoe they liked in the window and find it directly in the online shop, enabling convenient shopping at Winkels even after hours.

To better connect online and offline services for customers, a project for email automation is currently in progress. After in-store consultations, customers receive automated, targeted emails (via SendinBlue) based on their health needs and movement type, offering further information and personalized exercises. This allows customers to continue benefiting from the expert knowledge at Winkels even after an in-store consultation.

Result

In the first six months, more than 2,500 transactions were processed in the web shop. Through the rapid and targeted implementation of Shopify and SendinBlue, Winkels successfully strengthened and maintained contact with its customers over the past year. The email automation provides genuine added value, extending beyond the consultation and keeping Winkels top-of-mind with customers.

CHARACTERISTICS