R-tech

Steady growth, but not by chance

R-tech has seen steady growth throughout its time as a Viskan customer. But that growth has not happened on its own. R-tech has worked hard and made sensible choices to reach its goals. The company has used its competitive advantages well and, through its deep expertise in the product segment, has built a strong brand among mountain bikers.

The Covid pandemic and the growing popularity of commuter cycling affected the entire cycling industry. To survive, you need resilience and preparation for the future.

We interviewed Mikko Norvasto, CEO of R-tech, about the partnership with Viskan:

What mattered when you chose an e-commerce platform?

One important factor was improving our visibility on Google, because on the old platform we came last in search engine results. We had several options for a new platform, and Viskan contacted us at exactly the right time.

For us, it is important that the design of the e-commerce site starts from the customer’s point of view, that you understand what customers do, what they want and what they expect. We felt confident in Viskan because they genuinely have that philosophy and understand customer needs.

The buying process has to be as simple as possible, with a minimum number of clicks. And it has to work so smoothly on mobile that the customer actually completes the purchase. We saw that other platforms did not have the same level of focus on this.

Strong references and impressive brands reinforced our feeling and made the selection process easier. We chose Viskan, a scalable platform that we will not outgrow and that I see no reason to replace in the future.

How has the Viskan E-commerce Platform contributed to your growth?

Viskan has played a major part in enabling our e-commerce business to grow. R-tech wants to show that we have the solution for customers in the cycling industry. That is why content matters, and why we need to communicate the same message online as we do in-store. It is important to present content in a way that makes it attractive enough for the customer to choose to complete the purchase.

E-commerce customers form their view of a company largely based on the online shopping experience. Through that experience, they also judge the company’s level of expertise. That is why customer experience is everything.

How do you stand out from your competitors?

We are still the only single-brand retailer in Finland. We used to be a multi-brand retailer, but we decided to let the other brands go. The bike manufacturer sees us as part of their team. Commitment matters, and brands want a partner that can grow their business — a partner that can build a brand in a market where they are not yet established.

Once the brand is established, the products are in demand. In Finland, it took around eight years for our brand, Cube, to become recognised and sought after. Across the rest of Europe, we see a trend where newly launched bike retailers carry only one brand. It takes commitment, but I believe the risk is low and the opportunities are significant.

What is your direction for the future?

Our goal is to expand and open more stores, for example in Helsinki and Oulu. These stores will act as distribution points for e-commerce, all using shared inventory, with the Viskan E-commerce Platform at the centre.

Orders placed online are shipped from the store with the highest stock level, and every store can deliver to any location. This is all managed within the Viskan E-commerce Platform. We have not started yet, but the plan is in progress.

What is the best thing about the Viskan E-commerce Platform?

The best thing may be what you do not see — in the background, everything works reliably, exactly as intended. But it is the platform that makes the online store look the way it does, and that was a key issue when we got started.

Viskan is our primary tool, and every employee works in the system. We get great value from the combined customer data and transaction data that Viskan gives us. The history includes order information and customer information for every order placed. Data is power, and data helps us understand the customer’s situation and behaviour. The platform supports all kinds of scenarios, raises quality and takes customer service to a new level. That increases customer satisfaction, and that is what matters most.

We also use Viskan as a tool to structure our work, and it is absolutely essential. I know other retailers do not do that. There is huge value in having all information gathered in one place.

I see Viskan first and foremost as a tool for organising work across the business, and of course it is important that it also works in marketing.

Planned development

R-tech’s success is the result of long-term work, and even in a downturn there is a forward-looking mindset. Jussi Moilanen, CEO of Viskan Oy, has followed R-tech’s growth since the company moved its online store to the Viskan E-commerce Platform:

"R-tech’s deep industry expertise and focus on customer experience made a lasting impression from the very start of the partnership. Their way of looking at the bigger picture is always present, and the company has prioritised the right things — how to get new products online as soon as they are in stock, and how to make sure the entire ordering process runs smoothly. They are also smart in how they look ahead. The demands for a strong customer experience will be completely different three years from now, and R-tech is already planning for that."