Bike Totaal, a bicycle retailer and part of the Dynamo Retail Group, has decided to continue its collaboration with media commerce agency M2|OC for the long term following a three-month pilot. The agency will be responsible for the offline and online media strategy, planning, and buying.

To adapt to changes in the market and among consumers, Dynamo Retail Group decided last year to merge the strengths of their brands Bike Totaal and Profile 'de Fietsspecialist' and operate under one brand name, Bike Totaal. A new logo and contemporary visual identity have been developed to perfectly align with Bike Totaal's desired image: vitality, growth, and optimism.

With this change in direction and a strong ambition for growth, Bike Totaal needed a new media approach, where branding and performance media are optimally integrated.

Ewout Paats, Commercial Manager of Bike Totaal: "Together with over 160 affiliated entrepreneurs, Bike Totaal places the customer at the forefront. In addition to offering the best services and products, this is also evident in our focus on improving customer journeys through an omnichannel approach. This requires a marketing mix that is tailored accordingly. Through our collaboration with M2|OC, we can optimally achieve this. The collaboration in preparing for the redesigned Bike Totaal website over the past few months has given us confidence that this approach works. We look forward to continuing this journey together."

Lars Vink, Managing Director of M2|OC: "We are proud to have convinced Bike Totaal of the quality of our people and services. Bike Totaal's ambitious growth targets in both performance and branding align seamlessly with our media commerce proposition. We are confident that we can assist Bike Totaal in winning in their category."