Presentation

In an increasingly competitive online bicycle market, Amsterdam Air has established itself as one of France’s leading online retailers of bicycles and cargo bikes. Specialising in this field, the company offers a wide range of models tailored to the needs of individuals, professionals and local authorities, who sometimes place orders for entire fleets to equip their mobile staff. Thanks to its recognised expertise, Amsterdam Air has been able to keep pace with market developments by expanding its offering and implementing effective strategies to support its growth.

Challenges

• High dependence on a best-seller: one bike model accounted for a disproportionate share of revenue generated via Google Shopping.
• Supplier constraints: as a reseller, AmsterdamAir faced temporary restrictions on certain flagship brands.
• Underutilised catalogue: several high-potential models were not visible in advertising.
• Expand the audience and increase the overall volume of conversions.

Solution

To address these challenges, SteerFox implemented a strategy to diversify the advertising catalogue in a smart way, with controlled volume growth. Several levers were activated:

• Product analysis & strategic segmentation Initial analysis was carried out on internal data (stock, margins, turnover rates) to identify top products and those that were under-exposed. Based on this analysis, a dynamic segmentation of the catalogue was implemented, with campaigns structured around clusters: High-margin products; Exclusive references; Long-tail models with conversion potential.
  The aim was to direct budgets towards the most strategic references, while limiting the distribution of less performing products.

• Multi-lever activation to support volume growth Advertising investments were continuously redistributed across a broader product range. Particular focus was placed on exclusive, high-margin products with good stock levels. This was done to optimise peak periods without saturating the market with advertising. The aim was to extend advertising coverage to the entire catalogue. This new approach reduced dependence on best-selling products and offset the loss of revenue associated with supplier constraints.
• Brand awareness development At the same time, a new Meta Ads (Facebook/Instagram) campaign strategy was redesigned. We integrated these products into more inspirational formats, encouraging discovery.