How e-Bike Manufacturer Riese & Müller Changed Gears with Magento

A B2B webstore as fast and effortless as their bikes.

Riese & Müller GmbH are famous for their folding and electric-powered bikes. Their ground-breaking designs set the standard for quality and technological innovation in the premium bicycle segment. For almost 25 years the Darmstadt, Germany-based company has shaped urban mobility with its innovative bicycle concepts. The company boasts more than 270 employees in development, assembly, and distributionand regularly wins awards for their high-quality bikes. Riese & Müller also enjoys a close relationship with their B2B customers by maintaining a tight network of dealers, test centers, ‘experience’ stores, and even a private training center.

But Riese & Müller wanted to live up to its pioneering and innovative reputation in all areas of the company. In 2016, they decided to replace their analog pre-ordering processwhich presented bike lines in large tableswith a digital one. The objectives were: greater transparency, simplicity, user-friendliness, and automation of the order transfer to the ERP system. They also wanted to reduce errors and relieve their sales team of customer service calls. Riese & Müller wanted to completely overhaul their existing dealer portal and integrate it into Magento Commerce 2. They also wanted to make it easy for customers to make repeat orders and changes to existing orders. To help them succeed, they chose the experienced Magento Solution Partner, netz98.

We wanted to make it faster, more comfortable, and provide better service to our customers, and that means having better tools than our competitors.

Tobias Kiesel

Project Manager

Riese & Müller joined the race to the top.

The implementation started in December 2016. Using Magento Commerce 2.1, netz98 developed a convenient pre-ordering solution and a digital dealer portal. As part of the company’s digital transformation, they replaced the analog order process and elevated it to a new level. By creating a user-friendly bike configurator, customers could conveniently and securely select suitable bikes for purchase. A complex, specially developed validation logic ensured error-free processing of over 1.2 million possible combinations of products in near real time. For the integration of the configurators in the backend, netz98 developed a new Magento product specifically for Riese & Müller, to map customized prices and conditions. This allows dealers to easily switch between dealer and retail prices. The brand’s current customer, product, and ordering data was seamlessly integrated into the ERP system timeline.

To ensure excellent performance and user experience with such a large number of configuration steps, the store relied upon the Javascript Framework AngularJS. They also developed a special view for orders that is completely different from the Magento 2 standard. This includes a contact form which allows dealers to send customer service queries directly to the support team. By integrating the Magento blog extension into the dealer portal, the company can send news and important information directly through the central platform. As a result, the costly delivery of emails and the mailing of physical newsletters is now a thing of the past.

A high performance solution.

The new site launched in March 2017, right on time. Riese & Müller presented its retail partners with the new digital pre-ordering tool and a powerful product configurator in time for annual orders for 2017. Thanks to the excellent usability and high performance, the solution was extremely well received by dealers. Immediately, Riese & Müller generated an impressive sales volume—10,000 sales in a period of just four months—with orders automatically transferred to the ERP without error. Support calls were noticeably reduced by up to 20 percent. The new digital ordering process offered a superior transparency for the dealer and the manufacturer, and the project was deemed a huge success.

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The success of the pilot project and the great technological expertise of this Magento Enterprise Partner gave us the certainty of being able to successfully implement the next steps of our digital strategy with netz98.

Dr. Sandra Wolf

Managing Director