TCM Cykel's concept is based on selling the right bike and equipment to create the best experience for professionals and amateurs. With Geins Commerce stack as their backbone, they're handling everything from products to sales through one single system.
TCM Cykel was founded back in 1999 and is an independent Swedish-owned bicycle shop. The team behind TCM all have extensive experience in cycling. Their concept is based on selling the right bike and equipment for each customer's needs.
Creating an on-line experience worthy the name of TCM
Although TCM was a recognized bike dealer with excellent industry knowledge and an inviting store, nothing was reflected on the website. Large parts of the range were missing from the website, and the listed products lacked primary things such as product descriptions and pictures.
Another thing that TCM had problems with was that their e-commerce solution at the time was not compatible with external systems required to run the business. The connection between the e-commerce and TCM's business system (Visma) functioned substandardly, which meant time-consuming manual work on TCM's part.
Migrating to Geins
The solution was to relaunch TCM's e-commerce on the Geins Commerce, a MACH-commerce platform covering everything from content to fulfillment.
The first thing that was done was to connect Geins with Visma so that the stock balance was automatically downloaded into the native PIM in Geins Commerce. This integration went smoothly because of the API-first approach you get with Geins.
Next up was product enrichment. And everyone in e-commerce knows that e-commerce is much about product information. This part is crucial since your products is your content, and content that an online retailer like TCM most likely will feed to marketplaces like google feeds and similar.
To facilitate TCM's work with e-commerce, everything was moved over to Geins native CMS. With the CMS, TCM could easily create custom campaign pages and operate campaigns for products, brands, and different categories. TCM also chose to integrate the external price robot Granditude via Geins open API.
Handling sales spikes
With all the increased sales from e-commerce, TCM also needed to integrate a larger online warehouse and automated shipping booking. For that, the solution partner Carismar Agency developed a solution for systematic management of sales in both store and web warehouse integrated with ERP.
In addition, TCM has had shipping checkout implemented so that customers easily can choose pre-booked shipping methods that later are fulfilled via Geins admin tool (merchant center).
Since the migration to Geins
With the move to Geins, TCM has received a complete e-commerce platform that contains all the parts needed to run an e-commerce business. TCM has not had to procure external peripheral systems, and therefore the operational cost of e-commerce is extremely low.
Through the investment, the purchasable products have increased by 80% and the turnover increased from 2 million SEK to almost 50 million SEK in just a few years.