from Maximilian Bochenek
What began as a small, family-run business, grew to become a well-established store with a successful omni-channel sales strategy. Golshani e. K. is located in the Bavarian city of Kolbermoor. The company, which is also known as GOTOOLS, is a good example of how sellers can be successful in e-commerce - all they need are the right tools for the job. GOTOOLS follows a successful omni-channel strategy, based on the tools and services provided by plentymarkets and its partners. Thanks to the hard work of nearly 35 employees, it's become one of the leading providers of power tools in Germany.
How it all began...
The GOTOOLS success story began around 30 years ago, when current owner Marco Golshani's parents started their own business selling tools and workshop supplies. Back then, the company focused primarily on field work and running their store from the family's own home. Revenue kept coming in, allowing sons Siamak and Marco to join the company, which moved to a new location in the year 2000. They added 500 m2 of warehouse space in 2009. And in 2010, the company took its first steps into the world of e-commerce. Just two years later, the company had completely outsourced its logistics processes. In 2016, the company purchased an even larger distribution warehouse in Bad Aibling. The company also expanded its brick and mortar sales at their headquarters in Kolbermoor. They added a workwear showroom to their store, which predominantly serves local customers looking to buy new tools.
GOTOOLS goes online
In 2017, the company opened its first "real" online store under the name GOTOOLS – of course, powered by plentymarkets. "Along with the store itself, we also use plentymarkets for its powerful interfaces. It allows us to link our various sales platforms and marketplaces, our stock management and accounting systems as well as our logistics services", said Marco Golshani. "This helps our business run smoothly and process orders effectively. plentymarkets is the heart of our omni-channel sales. I'm convinced there's no better system solution in the field." The plentymarkets online forum and online manual are two great resources for helping him continuously expand his online business and discover new ideas for his omni-channel sales.
New and improved - thanks to CERES
When GOTOOLS updated their plentymarkets system from 6 to 7, they used the opportunity to redesign their online store too. They laid the foundation with CERES, the new plentymarkets shop template. "CERES performs and functions much better than the previous Callisto store", reported Marco Golshani. "I was really impressed by how open the system is. Now I can add onto my store any time with custom plugins".
Working with a trusted partner
GOTOOLS has made good use of the plentymarkets partner network. Recently, Marco Golshani hired the plentymarkets partner agency COMMERCE4 to create a newsletter and pop-up plugin, tailored directly to meet his needs. The GOTOOLS online store was also designed by CREATEYOURTEMPLATE, a certified plentymarkets full-service partner. "We've really benefited from working with partner agencies", he said. "Not only did CREATEYOURTEMPLATE give our online store a new look & feel, but they were also open to special requests, functionality and SEO. We wouldn't be where we are today if not for their help. The CYT slogan – "professionals helping professionals" – really hits the nail on the head."
The right tools for the job
Not only does GOTOOLS sell products in their own online store, but they're also active on large platforms like eBay and Amazon. GOTOOLS sells brand name power tools such as Bosch, Makita, Metabo, Milwaukee or DeWalt. Most manufacturers consider GOTOOLS to be one of their premium sales partners in Germany. The company also sells accessories and workshop supplies – all at very attractive prices. "Not only do we offer an extraordinarily wide range of products at competitive prices, but we also strive to provide top-notch customer service", said Marco Golshani. "This includes competent consultations via telephone or e-mail as well as comprehensive after-sales service. We're not just in the business to make a quick sale, but to turn tool-enthusiasts into loyal customers, who appreciate our reliability and flexibility as much as our affordable prices."
Special item bundles – tied together with plentymarkets
The GOTOOLS online store includes a very popular category called "GT Specials". Here, customers can buy special item sets that meet a particular need. plentymarkets includes a function for creating item bundles, which product manager Christian Hassler sees as the perfect tool for selling custom item bundles. "It takes the right software to turn an idea into reality", he asserted. It's just one of many factors that help GOTOOLS grow steadily and set themselves apart from other sellers.
The right marketing mix for DIY heros
Along with top-of-the-line products, attractive prices and good service, GOTOOLS also knows how important it is to have the right marketing mix. "We want to reach customers and gain their trust. That's why we publish content on all of the relevant online channels such as Google, Facebook and Instagram", explained Marco Golshani. "We even use price comparison platforms like idealo for marketing purposes. We can get our name out by offering special deals." The company recently even started its own YouTube channel called GOTOOLS TV. DIY hero Sebastian talks about power tools and gives helpful tips for choosing and using the products. "We use our YouTube channel to introduce customers to our tools in an authentic and emotional way", said Marco Golshani. "We've received positive feedback from our customers, which shows us that we're on the right track."
GOTOOLS: the success story continues
Speaking of the right track: what does GOTOOLS have planned for the future? "We want to be number 1 in power tools, both online and in our brick and mortar store", said Marco Golshani, whose brother Siamak is also general manager for the family company. "We also plan to expand our online business step by step. plentymarkets gives us the right tools for this too." But there's another component to success, which he's particularly proud of. "We're only able to provide our customers with top-notch service because of our highly motivated employees", he emphasised. "They're always coming up with great new ideas and they're the key to our success. Our strong team will take GOTOOLS where it goes in the future – and I'm looking forward to it!“
We wish Marco Golshani and his crew great success – and we recommend that all tool fans take a look at their www.gotools.de online store!