Heinen Delfts Blauw: Tradition and E-commerce in a new digital infrastructure
Heinen Delft Blue is a Dutch family business that combines Delft Blue earthenware with contemporary design. The brand sells hand-painted tableware and decorative objects to national and international target groups.
The growth had to come primarily from e-commerce. Therefore, we collaborated with 2DIGITS on a new digital foundation, better data management, and further scaling of online marketing.
The challenge
Heinen Delfts Blauw had strong ambitions for online growth. However, the existing digital foundation no longer aligned well with this.
The existing CMS and e-commerce platform offered insufficient scalability, performance, and flexibility. This affected conversion and made further growth more difficult.
Advertising channels were also still being used in a relatively basic manner. Additionally, there were opportunities in the field of SEO. Product management was time-consuming, which slowed down the pace of online growth.
In short: the ambition was there. But the technology, data, and marketing setup had to keep up.
Our approach
Together with sister company 2DIGITS we developed an integrated end-to-end strategy. In it, technology, data, and performance marketing came together.
The approach consisted of three pillars:
Replatforming
2DIGITS realized the migration to BigCommerceIn addition, a PIM system was implemented for more efficient product management. Furthermore, a new PSP integration with Pay.nl was introduced for a smoother checkout.
Digital scaling
We got to work setting up and optimizing performance channels and SEO. We further scaled up existing channels and added channels higher up in the funnel, such as Instagram and Facebook.
Advanced data control
We implemented Server Side Tracking in combination with Google Tag Manager. We also deployed Channable for data and feed management and Billy Grace for attribution modeling. This made it possible to measure campaign results more accurately.
The solution
Together with 2DIGITS, we delivered a new digital infrastructure that better aligns with Heinen Delfts Blauw's growth ambitions.
The solution consisted of:
- Replatforming to BigCommerce
- Further development and optimization of BigCommerce
- Implementation of a PIM system
- New PSP integration with Pay.nl
- Server-side tracking via Taggrs
- Implementation of Google Tag Manager
- Deployment of Channable for data and feed management
- Implementation of Billy Grace for attribution modeling
- Scaling up and optimizing performance channels
- SEO optimization
- Expansion to channels higher up in the funnel, such as Instagram and Facebook
- HubSpot chatbot implementation
- Support with internal digitization via a Technology Map and Blueprint
The collaboration was multidisciplinary. From Social Brothers, Feliks, Steven, Martijn, and Rens worked on strategy, performance optimization, and channel expansion. From 2DIGITS, Rob, Sophie, Jesper, Ryence, and Danny worked on replatforming, technical implementations, and integrations.
The results
The replatforming and the optimized performance strategy have led to accelerated and sustainable online growth.
Since 2022, revenue via the e-commerce channel has increased by more than 80%.
Internal processes have also been improved. Through the implementation of the PIM system and Channable, the management of product information has been significantly simplified.
In addition, Billy Grace provides greater insight into the effectiveness of campaigns. As a result, the internal marketing team can optimize faster and more targeted, and continuously adjust the online strategy.