Publication Twinkle | 30 January 2024 | Interview with Joey Buys, Chief BBQ Officer BBQ Experience Center and Hugo Prinse, Product Manager Mollie.

BBQ Experience Center Thrives in Both Online and Offline Realms

In an era where consumers expect the utmost convenience from online shopping, the real challenge lies in translating that seamless online experience to the physical retail floor. BBQ Experience Center is rapidly evolving into a comprehensive omnichannel enterprise, a transformation made possible through the strategic deployment of advanced technological solutions.

The roots of BBQ Experience Center lie in the deep-seated friendship between Boy Tak and Joey Buys, and their shared zeal for the art of grilling over charcoals. Their journey from hosting barbecue workshops across the nation to sharing their gourmet grilling passion has led to the establishment of a robust business. Now, with three locations, sixty employees, a flourishing online store, and an impressive annual turnover nearing fourteen million euros, they stand as a testament to strategic listening and understanding of their target market's needs and desires. "Our success is attributed to our early efforts in closely listening to our customers, identifying their needs, spotting opportunities, and understanding our product-market fit," says Buys, Chief BBQ Officer.

Distinctively, BBQ Experience Center prides itself on delivering an exceptional customer experience, both online and in-store. "Our primary goal is to support our customers' outdoor cooking adventures by not only providing the right products but also transforming them into master chefs of their outdoor kitchens," Buys elaborates. "For us, sales are simply a means to achieving the ultimate goal: crafting delectable dishes. We are firm believers in the power of inspiration and meaningful customer interactions as catalysts for sales."

Insights into a Unified Customer View

Hugo Prinse, product manager at Mollie, sheds light on the nuances of omnichannel strategies. He notes the distinction between businesses expanding from physical stores to online platforms and those venturing from digital realms to open brick-and-mortar outlets. Prinse observes that the latter group demands a more sophisticated customer experience, striving not just for sales but also for a deeper analytical understanding of customer behavior and preferences. "They are keen on understanding the profitability of specific products and exploring potential promotional strategies based on product combinations, insights typically derived from their online data," Prinse explains.

Buys acknowledges the complexity of achieving a holistic customer perspective. "As an omnichannel business, we strive to meet our customers' needs for flexibility in shopping anytime, anywhere, and in any manner, with a brand that resonates with them. While our e-commerce platform offers rich insights into consumer behavior, physical store purchases can be relatively anonymous," he comments.