From producer to supplier

Sjoerd Kruizing, CEO: “Until 1990, we mainly focused on the Dutch market, although we did have some customers in Germany and Belgium. The opening of the European borders put an end to the time-consuming process of clearing orders. At Kruizinga we grabbed this opportunity to really focus on the German market. The economy was booming and it was easy to purchase materials abroad for a good price. In 1995, we decided to end our own production and focus entirely on the supply trade. At first this meant mainly steel cages, but after a while it included the trade of plastic boxes and containers. We are now one of the biggest suppliers in Europe. New, used or for rent: has what every business or consumer is looking for.”

 Veel keus in de magazijn van

We embraced the internet quickly

Back in the 1990s, the company could already be found on the web. “At first, we presented the company on a static web page,” says Kruizinga. Only to add with pride: “However, with our entrepreneurial spirit we quickly turned this into a real webshop. The website has been a hit right from the start. So successful that in 2010 we decided to stop sending printed brochures and catalogues. Now in 2018 the website is the driving force behind Kruizinga’s sales strategy. The showroom in Wapenveld, The Netherlands, serves as an ‘experience center’ and the website complements this perfectly.”

A payment option that suits every client

“We want to make it easy for our customers to pay online,” says Michael Damen, Business Controller at He has therefore spent the last four years setting up, shaping and expanding the payment systems on the website. “At first, customers could only pay with iDEAL or a bank transfer,” explains Damen. “However, our German customers prefer PayPal and our customers from Belgium like using Bancontact. And a growing number of customers would prefer to pay by credit card.”

ABN AMRO has been our bank for many years and in 2017 they came up with a new proposition: a payment solution in collaboration with EMS. We were ready for broader and more flexible payment options and that’s how the collaboration came about,” says Damen. “We wanted to move forward with a reliable partner who could make payment transactions easy for us,” Kruizinga adds. “As soon as we realized that the solution could be integrated into our systems without losing the look and feel of, our choice was quickly made.”

Analysis & optimization

Michael Damen werkt met de EMS internetkassa en My EMS.Damen: “We can perform a range of analyses with the payment data from the EMS reporting tools. These allow us to optimize the system and improve our conversion, also in the case of new markets. Furthermore, I can use the payment data to make smarter use of the search campaigns budget. The reports tell me exactly when most sales take place and the chance of conversion is highest. That is when we raise the search campaigns budget. And once the conversion peak has passed, we reduce the budget again. This allows us to make maximum use of the search budget.”

Easy ordering and payment

Thanks to the flexibility of the EMS payment page works with, Kruizinga has been able to make ordering and payment far easier for both its domestic and foreign customers. Damen: “VAT can be complicated for foreign customers. So every time we received an order from a foreign customer, we had to manually check the VAT situation and that delayed delivery. Now we have set up an automated system that is linked to European Commission's system for exchanging VAT information (VIES) and authorizing VAT numbers.”

“Now the customer just needs to enter his VAT number. The system then checks the variables and assigns the right VAT percentage to the order. This allows us to process directly; we don’t have to wait for the results of a manual VAT inquiry. Furthermore, thanks to the broad direct payment options, we can process orders much faster. We increasingly succeed in getting the order picking department to start work as soon as an online order has been placed. Now a wide range of customers, such as automotive suppliers, government departments, retail, schools and private individuals know how to find us. For a broad product range, fast delivery plus attractive payment solutions.”

Which payment solution is right for your business?

In your store

Payment terminals that accept all major debit and credit cards.
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In your webshop

Fast and secure online payments including PayPal, iDEAL and Klarna
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In your store & webshop

A full range of payment solutions for your - online - store
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For over 50 years has been a supplier of material handling equipment for all industrial applications. Established as a production company, Kruizinga has developed into one of the largest trading businesses in the sector. And EMS is proud to contribute to this success.