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E-commerce
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SEO
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Hoedenonline
High quality & extensive range of hats
Calm, clarity and tact
Hoedenonline.nl has a rich history. In 1923, Francesco Baldi’s (Frank’s) grandmother started a men’s hat shop. That was back when everyone still wore something on their head. When she started, it was the fifth hat shop on this little street. That ultimately worked in their favour. At the time, Bakkerstraat was known as a real ‘hat street’. Over the years, more and more hat shops disappeared, but this one remained. As time went on, demand for ladies’ hats grew. So, in the late 1970s, ladies’ hats were added to the collection.
Each generation has made a significant contribution to the business. Frank’s grandparents started it all; his parents expanded the physical shop and introduced a range of ladies’ hats. Frank joined the business in 1995. In 2010, the online shop hoedenonline.nl was launched; the website josvandijck.nl had already been in existence prior to that. He felt he couldn’t afford to be left behind and, moreover, realised it was an essential part of his visibility. At the urging of two acquaintances, who also managed the online shop for their mother’s shop, Frank took the plunge. In his own words, “just a bit too late, but because we’re a niche product, there wasn’t much competition at the time.”
It all started with search visibility via Google Ads. “This was back when the word ‘hat’ cost 5 cents per click. Prices soon rose, and I noticed it was becoming harder to drive traffic to the online shop. I’m the sort of person who needs time for ideas and things to mature. I identify a problem and ask myself how I’m going to solve it and what the costs and benefits are; then I make a decision, and that’s often down to chance.”
Frank asked an acquaintance who he could approach, and that person suggested Traffic Today . “That’s how I ended up with you. My first meeting was with Steven. Roy has managed my account from the very start. He has the calmness, clarity and tact to make it all come together. I really appreciate the way Roy does things and the answers he gives to my questions. That really motivates me.”
Everything was going well, so the decision was made to give the website a new layout and also to restructure the campaigns. According to Frank, this has also greatly improved search visibility and the results of online sales.
A drop in the ocean
The online component ensures good online visibility and good visibility for the physical shop. “When I started my online shop, I made it clear that my physical shop is more important than my online shop. There are several reasons for this. Clothing is an emotional purchase, and the in-store experience is simply very important. The older generation tend to search online first and then come here with printed notes to show us what they’d like to buy.”
To be honest, I find it quite staggering how much money I spend on the whole internet thing. I’ve got my hosting with one provider, costs with you lot, and costs with Google. All in all, that’s a considerable sum, but when I compare it to the old days, when we were listed in the Yellow Pages. That cost 20,000 guilders a year and was like shooting a mosquito with a shotgun. Now, thanks to online marketing, you can target your campaigns. You’re more likely to hit the mark. It’s like shooting at an elephant with a shotgun.”
Digitalisation and expansion
The shop has not yet been fully digitised, but Frank plans to work on this this year. Once that is sorted, he wants to add different countries and languages to the online shop. The first step he has taken is to register the domain hoedenonline.be. “Why go digital? I think it’s essential for survival.”
If you ask Frank what he enjoys, the answer is selling things to people. Many items in the shop are made to order. This is a collaboration between him and the suppliers. “They have ideas, we have ideas, and ultimately something special is created. That’s what I have to offer the Netherlands, and I’m now going to offer it to Flanders too, and eventually to Germany as well.”
Frank explains that one of the reasons for the expansion is that he wants to fight back. “My biggest online competitor is hoedshop.nl from Germany. It has grown so large in such a short time, even in the Netherlands and Belgium. I’m fed up with one player being so dominant. I’m going to take them on. Only time will tell whether it was a wise decision.”
Always a sounding board
It has now been several years since the partnership began. According to Frank, the relationship is based on trust. “I trust that you’ll do your job. If there’s anything, I always feel heard; I always get a response.” He also found Steven Lubbers’ presence very helpful when he visited the Traffic Today stand at the Webwinkel Vakdagen.
“He told me all sorts of things and explained them to me. Given my lack of digital literacy, it was really nice that he was able to explain things, give advice and offer guidance. So, once again, it’s a relationship built on trust. And if anything is needed, you’re always there to help, which is actually very reassuring. What I like about Traffic Today is that whenever I want to take a step forward, I always have someone to bounce ideas off.”
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