At Accell, they believe that data is more than just information: it is the connecting factor between their brands, retailers, and customers. “It is our vision for the future of mobility. Data forms the foundation for decisions, innovations, and collaboration within the bicycle industry,” says Roelof de Jong of Accell Global with conviction.
“For Accell, data is therefore essential,” Roelof de Jong emphasizes once more. “Not only to make our business processes more efficient, but above all to create value for our customers,” emphasizes the Group Manager Data & Advanced Analytics. “From insight into consumer behavior to chain optimization: data helps us to understand, predict, and improve. Whether it concerns production planning, inventory management, marketing campaigns, or service processes – data enables us to operate in an agile and customer-oriented manner.”
Product data as the pivot of the operation
A specific and crucial part of Accell’s data strategy is product data. De Jong: “We use this to describe every product – from bicycle to accessory – correctly, completely, and consistently. This data forms the backbone of our offering in webshops, point-of-sale systems, ERP systems, and logistical processes. It involves technical specifications, visual content, sales information, packaging details, and much more. Only with reliable product data can we ensure a smooth chain and an optimal customer experience.”
Dealing with diversity within the portfolio
With a broad portfolio of strong brands such as Batavus, Koga, Haibike, and Lapierre, data processing also brings challenges for Accell. Each brand has its own identity, language, target audience, and products. “Within Accell, we have therefore developed a central data governance policy. In doing so, the brand identity is preserved, but data structures are unified. This enables us to achieve economies of scale without sacrificing brand value.”
Accell and the benefits of DST product data
- Accell benefits from more efficient data flows and less manual work thanks to a standardized format, which saves time and reduces errors.
- Brands present their product information unified across all channels, which strengthens the brand identity, improves the customer experience, and accelerates product introductions.
- Retailers automatically receive current and complete product information, which ensures time savings, better product presentation, fewer customer questions, and a more efficient sales process.
Standardization as the key to collaboration
De Jong notes that standardized product data is of great importance within the bicycle industry. “It ensures that manufacturers, suppliers, retailers, and digital platforms speak the same language. Accell recognized how important that is from the start. We are therefore proud to be one of the founders of DST: the initiative by and for the bicycle industry.” The platform offers a structured and industry-wide way to share product data with retailers and partners. “Thanks to DST, we can provide our data correctly once, after which it is widely available to everyone in the chain. That saves time, prevents errors, and increases efficiency.”
Product data forms the basis for reliable transactions, faster time-to-market, and better decision-making within the chain.
DST: working more efficiently
Accell uses the DST platform with product data to enable data-driven collaboration between suppliers and users. “Thanks to structured and current product data, companies can work more efficiently. For example, by streamlining procurement processes, automating the exchange of product information, and improving the visibility of assortments,” De Jong explains. He sees that product data forms the basis for reliable transactions, faster time-to-market, and better decision-making within the chain.
“For Accell, this means faster time-to-market, lower operational costs, and more focus on innovation. For our brands, it means their identity comes across clearly on all sales channels. And for retailers, it means they always have the correct product information, allowing them to provide better advice and sell more effectively.”
Vision for the future: from data to insight
De Jong expects that product data will play an increasingly central role in optimizing the chain and the customer experience. “Consumers expect current, complete, and consistent product information – both online and in-store – and that places high demands on the way we manage and share data.” And the ambitions of the Accell Group go further. De Jong expects that data will become even more important in the future – not just as a source of information, but as a basis for intelligence. “Think of predictive models, AI-driven service advice, and dynamic inventory management. Accell wants to lead the way in this, together with our partners in the industry.
Regarding DST, we hope that the platform further develops into the central, standardized platform for product data in the bicycle industry: reliable, rich in content, and ready for the future.”