Fahrrad.de is the “Online Shop of the Year 2007”
The comments of the jury included, “The shop relies on clever marketing techniques. Three positive experiences sell more than three emotional pictures”, said the award presenters. Fahrrad.de appears to be the leader in the use of user-generated content, and "offers a wealth of photos, videos and information”.
For about six months, an interactive Web 2.0 forum has been incorporated into the online shop for bicycles and accessories and it enjoys growing popularity: Over 1,400 members have already registered. With the help of various functions such as forums, blogs, and image galleries, bike fans exchange videos and GPS tours. They use the platform, for example, for purchasing advice, for repair tips or for loading their own cycling videos. Among these are impressive contributions from downhill and freeride riders.
The design of the shop and the service also impressed the jury of “Der Versandhausberaters”: “The web shop is a fine example that a lack of emotion can be more than made up by providing more interaction to customers".... “This is particularity evident with Fahrrad.de offering “direct advice by mouse click” via Live Chat. This simply provided more help for customers, this site is logically structured and therefore very easy to navigate”, added the award presenters. In addition, the product images were evaluated as a “very strong asset”. Excellent detailed photographs with zooming capabilities impressed the judges with comprehensive insight into the technical elements of specific bicycle parts.
The award-winning shop was redesigned a few months ago. The aim was to add further service and credibility to the company. Increasing these elements through integration of a bicycle forum certainly did the trick. The German Internet agency Netformic GmbH programmed the web site. “The investment in this forum has paid off, not only because of the award “Online Shop of the Year.” But its no secret that members of the forum are more likely to visit our shop and make purchases”, noted internetstores CEO René Marius Köhler, who received the coveted prize yesterday. Also aware of the positive effects of the forum is Web 2.0 manager Steffen Gronegger, who is responsible for monitoring the forums activities. Gronegger concurred,“It has been surprising how the rate of users has exploded. Users are responsible for the content made, we offer very little input and simply provide administration and maintain the usability. It's very exiting to see how members use the forum every new day.”
