R-tech

Steady growth, but not by chance

R-tech has seen steady growth throughout its time as a Viskan customer. But that growth did not happen by itself. R-tech has worked hard and made smart decisions to reach its goals. The company has used its competitive strengths well and, through deep expertise in its product segment, built a strong brand among mountain bikers.

The Covid pandemic and the growing popularity of commuter cycling affected the entire bike industry. To stay resilient, you need both endurance and preparation for what comes next.

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

What mattered most when you chose an e-commerce platform?

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

For us, it is important that the e-commerce experience is designed from the customer’s point of view, that you understand what customers do, what they want and what they expect. We trusted Viskan because they genuinely share that philosophy and understand customer needs.

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

Strong references and impressive, well-known brands reinforced our feeling and made the selection process easier. We chose Viskan, a scalable platform we will not outgrow and one 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 role in helping our e-commerce business grow. R-tech wants to show that we have the solution for customers in the cycling industry. That is why content matters, and why it is important for us to communicate the same message online as we do in-store. The content needs to be presented in a way that is attractive enough for the customer to choose to complete the purchase.

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

How do you stand out from your competitors?

We are still the only single-brand store 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 help grow their business, a partner that can build a brand in a market where it does not yet exist.

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 shops carry only one brand. It requires 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 largest stock holding, and every store can deliver to any location. This is handled entirely 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 also 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 stores do not do that. There is real 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 for 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 requirements for a great customer experience will be completely different three years from now, and R-tech is already planning for that."