A pioneering role in which Sans Online itself had to learn the laws of the web.
Thirteen years later, Sans Online has grown into a leading player in the e-commerce world, which, thanks in part to digital marketing agency Traffic Today, continues to grow in terms of brand awareness, organic positions and orders. A glimpse.
Due to the corona measures, all business is closed and that also applies to the 2 physical clothing stores of Sans in the heart of Rijssen, where it all started for the company. “My father (Herman, ed.) started in 1987 with a small shop of 150 square meters”, Tom Sans begins his story from the canteen in the nearby distribution center.
‘My brother Nick (who runs the Sans and Sans Outlet stores in Rijssen, ed.) and I were 5 and 7. As a young boy I already helped with booking clothes and my mother supported my father in his work. .’ In 1992 the company grew and started working with franchisees who started stores in places like Nijverdal and Borne.
The step to the web
When Sans was still hopping around in the store, he had absolutely no intention of taking over from his parents. But that future perspective suddenly changed in 2006. ‘I had run a franchise store of L’Esprit for several years and they got a webshop, which meant that I got fewer visitors in my store. In that year my parents asked my brother (who had just finished the training, ed.) and me if we could make a plan for a takeover’, Sans recalls.
‘We started Sans Online with a few friends. Back then you could still buy URLs for search terms that were in demand. Then we were so at the top of Google.’
The Twente native first ran Sans Online from his mobile, when the orders were not flowing in as freely as they are today. Soon Tom’s brother’s wife joined in to sort out photos, orders and customer questions.
Despite Sans Online booming, Sans wanted to take his business to the next level. For this he came into contact with Steven Lubbers, director of Traffic Today. ‘He immediately came up with a few eye-openers that we had overlooked. That energy suited me,’ says Sans. ‘Traffic Today is based on its own strength and Steven said: if you don’t like it, then stop. I was not used to that from an online marketing agency, because many agencies are very demanding in advance.’
Senior Online Marketer Dominique Bouwmeester was put in charge of the project and immediately started working on the quick wins. ‘There was still some ground to be gained in terms of SEO and content. We provided categories with texts and we wanted to ensure that people came in more specifically for a certain keyword. By focusing on brands and product groups with which the range fits well, we get the best out of the campaign. In addition, a weekly scan is run to see if an update is needed, since the website is constantly being adjusted.’
Sans adds. ‘We really want to be a brand webshop for people over 35. We don’t see the big players as competitors here.’ Builder joins in. ‘It is not a competition for business operations, but it is in the field of SEO. It is often said that you can’t beat the big parties, but our approach means we are certainly not inferior to parties like Zalando.’ Sans nods in satisfaction. ‘When I have Dominique on the phone, I have the feeling that I have someone who understands me. They continue where we left off. Those sparring moments confirm the feeling that you are on the right path and that really adds something’, concludes Sans.
Photo: Dominique Bouwmeester (l) and Tom Sans.
This article was produced in collaboration with Traffic Today.