Case Study: PMG - Impression #1

Case Study: Next-level B2B dealer portal for bicycles

PMG is the market leader in the Benelux with major bicycle brands such as Popal, supersuper, Birdbike, and Cangoo. More than 1,500 dealers are collaborating with PMG to sell a wide range of bicycles.

To achieve a next-level collaboration between manufacturer and dealer, Bitfactory developed a new B2B dealer portal. Data from over 41,000 bikes and parts are centrally managed thanks to the newly developed PIM system and integration with the ERP. Information about 388 different types of bikes and their associated parts can now be easily found by dealers. The B2B dealer portal is fully integrated into daily operations, resulting in accelerated processes and time savings.

Logo: PMG
Logo: Bitfactory
Pimcore Gold Partner
  • PMG
Verwendete Produkte



The current digital ecosystem could no longer handle the enormous demand

Due to the explosive growth in the bicycle market, the current digital ecosystem and PMG teams were unable to cope with the demand. Dealers were not optimally served, and the ordering process and handling of affairs could be made simpler. In addition, data flows were not efficiently organized, and the work processes of account managers were not well aligned with the digital channel. This made the purchasing process cumbersome, resulting in missed sales opportunities for the company. It needed to be faster and smarter.
Case Study: Bas Hellendoorn, Head of E-commerce at PMG
"Together with Bitfactory we created a B2C experience in a B2B portal. Thanks to the new B2B dealer portal, we were able to save a lot of time for both our organization and bicycle dealers what has contributed to strengthening the customer relationship."
Bas Hellendoorn, Head of E-commerce at PMG

Hundreds of variants easily accessible through Pimcore PIM system

The developed B2B dealer portal is unique in its kind and fully integrated into the daily operations of bicycle dealers. Thanks to the advanced Pimcore PIM system and the integration with the ERP, data of 1,000 different types of bicycles and 40,000 bicycle parts can be easily found using the search function and filters. From frame size to bike color. By centralizing and distributing information from the ERP and PIM system to the newly developed Shopware platform, dealers gain real-time insights into stocks, delivery times, payment statuses, and historical and current orders. Orders are placed from A to Z, with the number of clicks minimized. Transports are also closely monitored. In addition, the integration with the ERP and Mollie allows payments to be made directly through the portal.

Case Study: Marco Kuijlen, Managing Director E-commerce at Bitfactory
"Due to the explosive growth in the bicycle market, the current digital ecosystem of PMG was unable to cope with the demand. By clustering more than 41,000 unique products in the PIM system and the seamless data integration of ERP, PIM, and B2B dealer portal, PMG now offers its dealers complete support and a next level experience when it comes to making bike purchases."
Marco Kuijlen, Managing Director E-commerce at Bitfactory

Shopping experience meets the highest standards of a modern B2B e-commerce platform

Where previously, defective or undelivered parts had to be reported by phone, the entire warranty process now takes place through the portal. For any inquiries, dealers can directly submit a service ticket or simply start a chat with a staff member. When submitting a service ticket, dealers can easily click on the location of the defective or undelivered part on the bicycle. Thanks to the Pimcore PIM system, the B2B dealer portal matches the bicycle parts automatically with the location on the bicycle. The newly developed portal has also led to a significant improvement in the sales process. Through the portal, account managers can easily set sales targets and credit limits per dealer, providing a clear overview of annual goals. The entire shopping experience meets the highest standards of a modern B2B e-commerce environment. As a result, PMG has significantly accelerated its processes, saving time for both account managers and bicycle dealers while strengthening customer relationships

Wesentliche Ergebnisse

Verkürzte Time To Market
Erhöhter Warenkorbwert
Gesteigerte Conversionrate
Steigerung Session pro User

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