Expertise in motion: Fulfillment that delivers for Absolute Cycling
Customer Challenge
Entering the market with a brand new product is truly an expedition. “We are so proud of the road we have traveled,” says Bram van Boekholt, Marketing Manager. Netherlands-based Absolute Cycling bill their signature product, ‘The One ’, as the smartest cycling computer in the world.
The One delivers a highly intuitive experience for cyclists, offering extremely accurate tracking of position and altitude – even when GPS signal is lost. Its hardware is of world-class design by Valeur Designers and fits on all handlebars, and its screen is of exceptional quality. “Cyclists want great data and a great product, without distractions,” notes Bram. “The One lets them focus on their cycling pleasure.”
Absolute Cycling were looking for a fulfillment partner of a caliber matching their own. “To bring a premium product such as ours to market has taken collaboration with many key players – from embedded software experts to cycling map software providers to electronic assembly firms and many more. We are delighted that the DHL Fulfillment Network is also one of our valued partners,” Bram affirms.
DHL Fulfillment Network Solution
What do Absolute Cycling look for from their e-commerce fulfillment partner? “We need flexibility,” says Bram. “We sell worldwide, and sales vary across regions and over time.” Absolute Cycling are a smaller player, which allows them to stay close to their customers and roll out planned software updates in line with customer feedback. “Adaptability is one of our strengths, adding also to our need for flexibility. One of the key reasons for partnering with the DHL Fulfillment Network is that this is built into their model: we can scale up and down to suit our needs.”
Bram continues: “Planning is made so much easier with DHL as we have a single dashboard that shows us our inventory levels and our stock movements.” The DHL Fulfillment Network advanced inventory insights tool gives all customers a detailed view of their inventory, allowing them to analyze this data and plan. It even offers ‘what-if’ scenario planning to help with forecasting.
In the setup phase, Absolute Cycling had questions for DHL, for example on the integration with last-mile carriers, how to work with their webshop which uses WooCommerce, and their need to fulfill both B2B and B2C orders. “The DHL team were really responsive. A visit to their site in Beringe, in The Netherlands, showed us exactly where our products and eco packaging are warehoused, and how they are picked and packed. Meeting the team really brought the relationship to life for us,” says Bram. “Beringe is also a TAPA-certified site, meaning that we benefit from cutting edge innovation, and considerations such as security are extremely well catered for.”
DHL also handle the returns and warranty flow for Absolute Cycling. “It’s an end-to-end service,” notes Bram.
The DHL Fulfillment Network has fulfillment centers in multiple countries globally. Customers’ stock can be stored in those closest to their end customers. This means faster leadtimes and a more sustainable supply chain.
“Here at Absolute Cycling, we’re all keen cyclists ourselves,” explains Bram. “Being out on your bike takes you uphill and downhill, and on both smooth and bumpy rides. Taking a ride in business is similar: in pushing to be your best you know there will be some unknowns. However, DHL have earned our trust, and with them on our side, we are best prepared to ride out these unexpected bends in the road, thanks to inventory tracking, and the flexibility DHL provides in allowing us to respond to customer needs.”
The DHL Fulfillment Network also offers other value-added services such as adding personalized messages into customer parcels: for example, these printed messages can say, “Thank you for your order! You’ve joined the club!” and can include a voucher code to spur customer loyalty.
“When other companies ask me for advice on fulfillment, I always suggest they outsource, and be sure to choose a supplier that is responsive and flexible,” says Bram. “If you partner with an expert who can manage your supply chain and fulfillment, you free up your team’s time to focus on your own product and business.”
Whether you’re a road, gravel or mountain biker, whether you’re competing in races or pursuing your own personal goals, The One has something for you.
And no matter what industry you’re in, the DHL Fulfillment Network would love you to come along with us for the ride. Start by using our network optimizer to simulate how you can optimize your delivery times with us or get in touch with your in-country expert.
