From 'dad shoe' to style icon: the story of New Balance
A remarkable feat of Digital Commerce Marketing is the story of New Balance. In an inspiring keynote address, Zeynel Oruk, General Manager EMEA at New Balance, took the audience through New Balance's impressive transformation - from dusty "dad shoe" to culturally relevant style icon - with digital commerce as a strategic driver.
We didn't want to be a brand stuck in nostalgia. So we made the switch from ‘heritage brand’ to a ‘brand with heritage.’”
- Zeynel Oruk, General Manager EMEA
New Balance has been around since 1906, a solid anchor that brings both strength and risk. "We didn't want to be a brand stuck in nostalgia," Oruk says. "So we made the switch from 'heritage brand' to a 'brand with heritage.'" That subtle but powerful shift in mindset allowed the brand to use its history as a foundation, without getting bogged down in it. That repositioning provided the starting point for a digital-first approach that puts innovation and brand relevance at its core.
Not chasing the hype, but building on the core
Instead of capitalizing on the temporary explosion in popularity of certain sneakers (such as the 550 and 530 models), New Balance chose to focus on strengthening its "running" category - a return to the brand's roots. "Trends are fleeting, but runners are loyal," Oruk said. With a strategic goal to become the number one running brand by 2030, New Balance is steadily building a stable core that transcends hype.
Locally relevant, digitally efficient
What works in the Netherlands may completely miss the mark in Germany. That's why New Balance opted for a local approach: instead of a centralized e-commerce team, they built "trading teams" per market. These teams drive the commercial strategy, from inventory to advertising, with in-depth market knowledge. "Every banner, newsletter or Google ad is based on insights from the local market. As a result, our conversion rate has doubled," says Oruk.
Authentic partnerships make the difference
With limited sponsorship budgets, New Balance chose not the biggest names, but real stories. Think Coco Gauff, a tennis star with influence on Gen Z, or Amsterdam running groups in the Vondelpark. "We activate partners in our own and paid channels, and that creates content that feels genuine. Authentic stories resonate much more strongly than commercial messages from the brand itself."
Not every digital move proved a success: for example, the first TikTok campaign in Europe completely flopped and Oruk's personal dislike of a new sneaker model proved totally misplaced - it became the best-selling shoe of 2022. "We don't always know better. But we learn, shift gears and try again. Innovation simply goes hand in hand with failure."
Inspiration on the exhibition floor: Aiden
There is also plenty of inspiration on the exhibition floor when it comes to Digital Commerce Marketing. For example, Anniek van Vulpen, Head of Customer Success at Aiden, puts her finger on the sore spot: online shops are still too often set up around internal goals instead of the perspective of the customer. "Offline we guide customers perfectly in their buying process, but online we often leave them to their own devices," she states.
"Offline we guide customers perfectly in their buying process, but online we often leave them to their own devices."
- Anniek van Vulpen, Head of Customer Success (Aiden)
Aiden developed a smart decision aid software that helps web shops better guide visitors through the purchase process - similar to a good shopping conversation, but digitally. Whether choosing headphones from a list of 2,000 products or finding the right skin care product, Aiden makes the search shorter, more relevant and enjoyable. "We combine AI with domain knowledge of the webshop itself, so that the guidance is personal and effective."
That personalized approach touches on a larger theme in digital commerce marketing: customer-centricity. In an online world that is becoming increasingly crowded with generic product listings and filters, the ability to really help is what sets one apart. Aiden notices that companies are increasingly knocking on the door with questions about both conversion optimization and customer-centricity. "Many shops look alike. It's time to go back to the customer."
Anniek's golden tip: "Don't start with your KPIs, but with the customer journey. How do you make it as easy as possible for that customer from visit to purchase? Those who get that right win both trust and conversion."
Kaartje2Go- Staying relevant by changing with the times.
We also find innovators in the field of Digital Commerce on our own soil. For example, there is
Kaartje2Go, a well-known name in e-commerce. The card market also has its challenges. How is the company is holding up? Chief Commercial Officer Janco Klijnstra told all about it during his lecture at Webwinkel Vakdagen.
Digital Commerce Marketing is also about emotion, attention and relevance. "A card seems like a small gesture - a bit of ink on paper - but for many people it means much more. We want to be delighters."
Smart innovations
That mission - bringing people closer together - is supported digitally by smart innovations. Among other things, Kaartje2Go introduced proprietary handwriting recognition, video messaging via QR code on cards and personalized gift options. "We're constantly trying to make our digital experience more human and personal," he said.
The challenges are numerous. The company operates on multiple "chessboards," from the 1-to-1 market to mass invitations, and internationally with different customs: "In Germany, the whole idea of a birth announcement card works differently. There, you send a card afterwards, as a thank you - that requires a totally different marketing approach."
Firm efforts are also being made on the technological and commercial front. For example, Kaartje2Go uses AI for text help and product recommendations, but is critical: "We want to use AI where it adds value, but stay true to the human tone of our brand."
To be less dependent on expensive channels like Google, the company chooses creative collaborations. "We do about 60 to 70 joint promotions a year with brands like NS and KPN. With these we reach new customers and increase our brand value. And it works - customers get really happy with such a small gesture."
Digital commerce marketing is thus not a trick at Kaartje2Go, but a conscious balance between scalability, experience and personal value. As Klijnstra sums it up, "A happy customer makes us happy. So we have come full circle."
Digital Commerce Marketing as a Strategic Game
Back on the floor, Michiel Baart, former Business Development Director at Happy Horizon, shares his views on this topic. Digital commerce marketing is not a trick, but a strategic game of making choices, learning and daring to innovate. Baart paints a clear picture of what companies today need to really grow: authenticity, innovation and deep customer knowledge.
"Customers come with one key question: how do we grow?" says Baart. Whether it's product sales, lead generation or donor acquisition, commercial success is key. But in a world of saturated channels and shouting brands, standing out is harder than ever. The key? Being and staying authentic. "Where do you really make a difference? Why do they choose you and not someone else?"
Happy Horizon consciously chooses a strategic, data-driven approach, where AI, customer insights and smart content come together in campaigns that not only convert, but also connect with the brand story. In doing so, they invest heavily in innovation and in understanding the behavior behind the customer. "We don't want standard solutions, but to be a partner that grows with the ambitions of our clients."
Once there is an existing customer base, there is gold there.Think about retention, customer value and how you seek that depth."
- Michiel Baart (Former Business Development Director, Happy Horizon)
Customer loyalty is also playing an increasing role, according to Baart. "Once there is an existing customer base, there is gold there. Think about retention, customer value and how you seek that depth."
Vision, trust, connection
Whether it's about building brand value, cleverly deploying AI, putting the customer first or creating sustainable digital foundations - one thing became abundantly clear during Webwinkel Vakdagen 2025: digital commerce marketing has come of age. It is no longer just about clicks and conversions, but about vision, trust and connection. Brands that dare to opt for long-term thinking, authenticity and true relevance, distinguish themselves in a crowded market.
With the insights of innovators like New Balance, Kaartje2Go, Happy Horizon and Aiden, it became clear that the future of digital commerce is all about personal experience, technological cleverness and sustainable strategy. And developments are not standing still. What will soon be the new AI breakthroughs? What customer expectations will reshuffle the playing field? One thing is certain: at Webwinkel Vakdagen 2026, we will once again be surprised by brands that not only respond to change, but also shape it themselves.
Ready to see how brands are shaping the future of digital commerce? Experience it for yourself at Webwinkel Vakdagen 2026 and claim your free tickets.
