Heutink’s Successful Transition from B2B to B2C: A Case Study

A case by agency Stuurlui for Heutink

Heutink, a well-established brand, has recently taken the bold step of transitioning from a B2B model to a B2C model with the launch of ‘Heutink voor Thuis’. This shift, managed by De Nieuwe Zaak, was more relevant than ever, given the growing need for school supplies at home. The project started with a design phase where customer needs were mapped out through workshops, research, and desk research. This helped identify different customer groups and their needs, which were crucial in making the right decisions throughout the project.

A new brand and a new corporate identity were developed specifically for the private market, aligning with the existing Heutink brand. De Nieuwe Zaak also designed a content platform and webshop catering to the various stages of the customer journey for parents and caregivers. The implementation was also taken care of by De Nieuwe Zaak.

• The new B2C concept, ‘Heutink voor Thuis’, was developed on a new platform.
• The platform was designed to have an educational character, meeting the growing demand for ‘school stuff’ for home use.
• Despite initial challenges like a lack of B2C e-commerce knowledge and insufficient insight into customer needs, the project has been successful.