🧯 Hot numbers with guided selling: 17% + conversion for Brandpreventiewinkel

Jeroen talks passionately about the current Brandpreventiewinkel's BHAG '(Big Hairy Audacious Goal) - and how he managed to beat it off in 8 years.

That did not go without a hitch. In particular, advising the right products - very important when it comes to fire prevention - was difficult due to the dependence on static product filters. Choice help software proved to be the solution for providing the right product advice, drastically increasing conversion and reducing the pressure on customer service.

From attic to market leader

When Jeroen and Frans bought the domain, they certainly couldn't call themselves experts. They knew very little about the market. It soon became clear that real success required more than a simple webshop.
‍
“If you focus on a niche, it's quite easy to earn money online,” says Jeroen. “But once in a while, as a webshop, you only resell products from wholesalers or suppliers. After all, those prices and margins are unbeatable.”

They gradually expanded with new products, their own inventory and now even their own brand: SAVS. That proved to be the key to success. Fire prevention shop has now grown into the market leader in the Netherlands and Belgium. This is thanks to the right mindset and a bit of luck: smoke detectors will be mandatory in the Netherlands from 2022.

“We've tapped off our BHAG and have been in the Twinkle100 since last month. We are very proud of that,” says Jeroen.

Now that they have built a strong position, Jeroen and Frans want to remain the authority with Fire Prevention Shop. That is not an easy job in today's competitive e-commerce world.

More margin and 17% conversion with a product finder

Jeroen knows very well that you can only strengthen the market position by continuing to innovate. So he is always looking for new solutions to stay one step ahead in the market.

“Of course, we want to sell as many products as possible,” says Jeroen. “But how do we get people to actually security buy it instead of just one product? And how do you ensure that people buy just the right product when there is so much choice?”
‍
Until a year ago, they used self-built product filters for this purpose on the lister pages of the webshop. It took quite some time before they even worked in the right way.

Jeroen: “Product filters are static and you can't control them. The result is that as a customer, you will still be recommended 35 products and you are not sure what to choose.”

Based on that need, Aiden's guided selling software came his way. By simply asking a number of questions, Brandpreventiewinkel now provides customers with really good advice if they are not sure which smoke detector, escape ladder or fire extinguisher they need.

“The conversion is mega high,” says Jeroen enthusiastically. “On average, we're at 17%, but there are also days with even 26% conversion when people use the product finder.”

Thanks to the product finder, Brandpreventiewinkel is now not only increasing the conversion rates, but also the margin of the entire webshop. Jeroen: “We give a product more value when it needs to be put more forward. This increases the margin and therefore Aiden's guided selling software is a much stronger solution than a product filter.”

And such a product finder also has an impact in the longer term. “With the finder we can make people aware of new products that they did not buy before. This allows us to make additional sales at a later date.”

The authority on fire safety in e-commerce

With the product finder, Brandpreventiewinkel also strengthens their position as an authority, says Jeroen: “By being the specialist, I hope that people will buy from us directly, because marketplaces do not offer choice aids.

And marketplaces aren't the only influential players in the e-commerce game: Google's role has also increased in recent years. If you search for “smoke detector”, Google will show the first result of the webshop that pays the most.

Jeroen expects the current advertising model to change. He sees AI as a solution and is already experiencing this in practice.

“Aiden was the first solution to offer an applied AI feature. At the touch of a button, your product finderhas been created, which provides an enormous amount of guidance. It works perfectly. This way, we can add the right product to the right story.”

The golden tip for peers

Aiden has positively surprised Jeroen with the AI application. He is very curious about what e-commerce will look like in a few years. He is certain about one thing. It is about to change and both the web shops and partners must participate.

He has another important message for colleagues. If you're a competitor to Brandpreventiewinkel: “Don't get started with Aiden,” he says with a laugh.
‍
“For online retailers, using Aiden is a no-brainer. As an owner, I know everything about my products and a customer doesn't know that. One guide can be used for any product.”

‍

‍