A DIGITAL MAKEOVER FOR
Bent Merkschoenen
Bent is a Belgian family-owned premium shoe retailer with a strong offline legacy.
In-store, the experience delivers. Online, it was falling behind. The existing webshop struggled on mobile performance, lacked clear brand storytelling, and missed intuitive navigation. It worked, but it did not reflect the brand or its ambition.
Alongside the webshop redesign, we helped Bent with their full online strategy. From audience targeting and media planning to campaign execution, we built a full-funnel structure designed to drive measurable conversions.
Together, we translated more than 45 years of retail expertise into a seamless online shopping experience.
Taking Bent further, one step at a time
WEBSHOP / BRAND BUILDING / BRAND ACTIVATION / SALES ACTIVATION
NAVIGATE
From complex to simple & scalable
With a Magento setup that was slow, costly, and hard to maintain. A significant portion of their digital budget went to licenses and technical upkeep, leaving less room for growth, creativity, or improving the customer experience.
To address these challenges, we replatformed Bent to a scalable Shopify environment and introduced a fresh look and feel aligned with fashion retail standards. The choice for Shopify was clear:
It is easier for internal teams to manage without IT dependency
Comes with built-in mobile optimization and improved UX
Allows fast and cost-efficient updates through its app ecosystem
Integrates fully with existing ERP (Avelon) and CRM flows.
CREATE
Walking Bent into the digital future
In just four months, we migrated the webshop and redesigned the navigation and UX for a seamless experience.
Built-in storytelling modules bring collections and brand values to life, creating smoother customer journeys and stronger conversions, even during high-traffic moments like sales and Fashion Week.
This led to:
Higher conversion rates and a streamlined checkout
A growing base of returning customers
ELEVATE
A webshop that delivers
Thanks to the transformation, Bent now has a website that not only delivers a smoother UX but also works for the business, with a more cost-efficient approach.
62 %
Increase in sales year-on-year
€ 100k
Saved each year in maintenance and licensing
80 %
reduction in recurring fixed costs
From the webshop to strategy,
we worked side by side to craft a path for sustainable growth.
NAVIGATE
A full-funnel sales approach
Moving platforms was only the first step. To help BENT fully benefit from a faster, lighter webshop, we developed an acquisition and retention strategy grounded in data and shaped for performance.
Our marketing approach followed a classic, full-funnel structure. At the top, we focused on awareness, promoting seasonal and branding content across Meta and Google.
In the consideration stage, we engaged audiences with remarketing campaigns featuring tailored messaging. At the conversion stage, we ran product-focused campaigns.
Budget gradually shifted toward bottom-funnel sales activations, focusing on what worked, while all campaigns were optimized weekly for ROAS.
CREATE
Turning attention into action
On Google, we focused on high-intent traffic through branded Search, while Performance Max scaled reach across Shopping, Display, and YouTube. Seasonal peaks, sales, outlet waves, and Fashion Week consistently created opportunities for conversion.
On Meta, we ran Advantage+ and catalogue-driven campaigns to deliver steady conversion. Carousel and Collection formats, strong visuals aligned with new collections, and short high-impact pushes during promotions and outlet periods supported performance.
Meta widened the funnel and reached new audiences, while Google captured and converted that demand.
ELEVATE
The right users at the right moment
Since its launch in August 2024, the webshop has become a high-performing sales channel. We continue to monitor performance closely and A/B test key pages. Together, we’ll eliminate drop-off points and improve key KPIs, step by step.
+27 %
active Google users
-55 %
In CPA result on Meta
+7.25 %
purchases driven by Google
