Hartje has been using the DST platform since 2018. According to sales manager for the Netherlands Ron Yanse, investing in the shared data system was also a commercial choice. “We wanted to be more visible in the point-of-sale systems,” he explains. “If the data is correctly entered in DST, you will be better recognized as a wholesaler.” Recently, Hartje added many new products to DST. “The advantage is that you can now see all products, even from smaller brands. We have an enormously deep and wide assortment, which is becoming increasingly visible to our customers.”
“Hartje has various roles, in which we want to be a total provider. We need to convey that effectively,” says Coen Bosch, head of international markets. “We want to be a reliable supplier. That also means the right product, at the right price, with as little hassle as possible for the customer. To achieve this, we are busy optimizing our processes to make the life of a retailer easier: by unburdening them. Because a retailer should primarily have time to focus on their profession: making people happy with bicycles. And the better we support them in that, the more entrepreneurs experience us as their partner.” To provide that better service, Hartje restructured the sales teams in early 2024. There are now separate teams for the sale of bicycles and for the sale of parts and accessories. “That provides more clarity, and we notice that retailers appreciate this,” says Yanse.
Data makes the difference
Recently, Hartje added a significant number of new products to DST. These products were already in Hartje's assortment but were not yet visible in DST. Ron Yanse: “The advantage of DST is that you have all products listed in it, including those from smaller brands. If a retailer looks for such a product, they will see it in their point-of-sale system.” Coen Bosch explains that the importance of data is greater in the Netherlands than in any other country, mainly due to the advanced automation with point-of-sale and scanning systems. “Germany is lagging behind in this area, and Hartje has also made a significant improvement here.” Yanse adds: “By paying more attention to this, by opening up and sharing data, we have become stronger and are moving faster. This is mainly because data ensures more visibility for our products. Not entirely by coincidence, we see a correlation between sharing more data and an increase in turnover.”
Retailer needs data
Those newly added products span the full width of the assortment. “That is because the quality of the data in our ERP system has greatly improved,” says Coen Bosch. “For example, not all products were provided with an EAN code. The importance of this is now recognized, also in the field of product content.” Ron Yanse explains: “We are a wholesaler, so we buy and sell goods. In doing so, a retailer needs data. But not all suppliers provide complete information. It is our responsibility to request and enrich this.” A separate data department in Germany checks this data and supplements it themselves if necessary. Think of dimensions and photos of products, where Hartje in turn benefits from the multilingualism of DST. “Other countries can easily use the datasets,” says Coen Bosch enthusiastically. “The Netherlands is a leader in automation. Making data available via DST also helps our foreign branches.”
"By opening up and sharing data, we have become stronger and are moving faster. This is mainly because data ensures more visibility for our products."
Hartje has a wide assortment with many products. Ron Yanse: “Those are not just bicycle-related items, you know. Hartje still has many products that people don't know or that retailers are unaware of. We recently added those to DST as well. These are now presented better, are more visible, and easier to find. Such a well-filled system strengthens both us and our retailers.”
About Hermann Hartje KG
Hermann Hartje KG, founded in 1895, is a leading wholesaler in the automotive parts and bicycle industry. In addition to its own bicycle and wheel production, Hartje offers a wide range of bicycles, motorcycle and scooter parts, tools, workshop equipment, and sporting goods. With a strong focus on the specialist trade, Hartje is a reliable partner in the mobility industry in many European countries.