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Accell Builds Multi-Brand Online Platform for Direct-to-Consumer Sales


HEERENVEEN, the Netherlands – For implementing its omni-channel strategy Accell Group has founded a new Amsterdam-based ‘start-up’ named Accell Digital. This company is to build a centralized multi-brand online platform for direct-to-consumer sales. Starting before the end of 2018 it has to be operational for 9 countries within two years.

Accell Builds Multi-Brand Online Platform for Direct-to-Consumer Sales
New Amsterdam-based ‘start-up’ named Accell Digital is building multi-brand online platform. – Photo Bike Europe

Accell Group’s LinkedIn account provides insight on how Europe’s biggest (electric) bike maker is implementing its omni-channel strategy. Last March, in a Bike Europe interview, Accell’s CEO Ton Anbeek, explained the company’s new course. Here he mentioned the building of an online platform for direct-to-consumer sales like he did in a previous job.

He said “Previously, with for instance Auping Plaza, which is also targeting various European countries, I gained experience with involving dealers in such online platforms that score high for customer satisfaction as well as dealer satisfaction.”

CEO Ton Anbeek: ‘Accell Starts Omni-Channel Roll-Out This Year’

CEO Ton Anbeek: ‘Accell Starts Omni-Channel Roll-Out This Year’

Brand-new omnichannel venture

On Accell’s LinkedIn account the company is advertising for attracting staff experienced in offering online propositions. Here it says “The goal of our brand-new omnichannel venture is to serve all bike enthusiasts around the world even better by launching a direct-to-consumer, omni-channel proposition and scale it to 9 countries within two years. That’s why we’re looking for top-notch e-commerce specialists like you to join forces @Accell Digital! Are you up for the ambitious challenge to build a centralized multi-brand platform from scratch and bringing it to life before the end of 2018?”

Accell’s new Chief Digital Officer

Among the e-commerce specialists that Accell Group has hired for its new Amsterdam-based ‘start-up’ Accell Digital is Marcus Diekmann (39). Per August 1, 2018 he is Accell’s new Chief Digital Officer and with that reponsible for all digital activities of the (holding) company. According to a recent report by SAZ Bike, Marcus Diekmann has a lot of experience in the digital transformation of traditional companies, in building up online businesses and has an excellent network. Currently he is Director Digital, E-Commerce & Omni-channel for a the leading supplier in Germany for mattresses named Concord. Probably this background in the bedding sector got him into contact with Ton Anbeek. The Accell CEO was also active in this sector as CEO of the listed company Beter Bed.

Many new top managers

The new Chief Digital Officer is one of many newcomers within Accell Group. For almost all top positions, the company has hired new people or is still looking for them. Like for the position in the Board of Directors for which Accell is searching for a new Chief Financial Officer.
A new Chief Commercial Officer has recently been appointed within that Board. This is Jeroen Hubert who previously worked for IKEA. Last week he was able to proudly announce the appointment of Accell’s new Chief Marketing Officer. This is the widely regarded as very talented Thecla Schaeffer. She starts per July 1 and is now working at G-Star jeans. Jeroen Hubert said about her appointment “I am very happy with her arrival in the team. She sees just like me and the many others who come on board, that there are many opportunities in our business. Accell is one big marketing challenge because there is still much to be gained in this sector.”

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