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~ Ranpak ~

TAARTENWINKEL.NL

“A PERFECT CUSTOMER

JOURNEY IS THE

KEY TO CUSTOMER

LOYALTY”

Text: Sanne Leenders // Photos: Taartenwinkel.nl
Back in 2005, Taartenwinkel.nl was founded by entrepreneurs Eric van Noort and Rogier
Jansen, starting their e-commerce journey from the very beginning, providing B2B companies
with delicious treats for their clients, partners or employees. At that time, ordering cakes

online was a completely new and exciting concept. Currently, Taartenwinkel.nl is the online
confectioner in the Netherlands that ensures they are 100% transparent towards their
customers. We spoke with Eric van Noort to get an insight into their business and their online
presence.

Our mission is to deliver delicious fresh treats Transparency from A to Z
throughout the Benelux. Whether that concerns “Our online journey started approximately fifteen years ago
“one special cake or the organisation and delivery when our business was founded. Back then, our website
of 10,000 cakes. After working with local bakeries, a was built by a freelancer for about €500, and the online
new phase began in 2012. We started working with customer expectations were quite low at that time. Back
one bakery and delivering our products refrigerated then, it was really cool to be able to order a cake online
throughout the Netherlands. Our ambition is to be and have it delivered to your office. A lot of things, such
and remain the tastiest and most service-oriented as quality or customer experience, did not really matter
webshop in the Benelux. We do this with the same because the experience of ordering something online was
passion with which we once made our very first more important. However, nowadays it is very important
cake,” says Eric. to deliver exactly what you have promised to the customer.
Currently, we have a huge e-commerce platform, and we
From outsourcing to insourcing ensured that the customer journey was transparent from A
“At first, we worked together with several bakeries and to Z. Fifteen years ago, it was unimaginable to know within
delivery services to bake and deliver our products to our what exact timeframe your order would be delivered, and
customers. However, we started to receive several wishes nowadays, it’s almost the most common thing in the world,”
from our customers. They, for example, wanted to add a card says Eric.
or other products to personalise their orders. Ultimately, it
became more difficult to fulfil our customers’ wishes because “Of course, mistakes can happen because we are not
we had to discuss these specific demands with the different perfect, but if they do happen, it is of great importance to
bakeries. Thus, a few years ago, we decided it would be communicate this to the customer. If you do not do this,
better to start our own bakery and expand it from there. the customer will probably lose their trust. Therefore, it is
From that point on, we only outsourced the delivery, and we necessary to stay transparent and come up with a solution
are still doing that till this day.” to ensure that the customer remains satisfied. Usually, the

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