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Customer Story: Vuur & Rook — Migration to Shopify | Syncer
Customer Story: Vuur & Rook
Vuur & Rook is the leading Dutch BBQ specialist with an extensive range of BBQ equipment, accessories, charcoal, smoking wood and sauces. Migrating to Shopify didn't just improve technical performance — it also drove higher average order value.
About Vuur & Rook
Vuur & Rook is the go-to destination for serious BBQ enthusiasts in the Netherlands and Belgium. The range includes premium BBQ equipment from brands like Big Green Egg, Weber, Napoleon and Traeger, plus hundreds of accessories, smoking woods, rubs, sauces and full BBQ sets. Cross-selling and product bundles are critical to the business: a customer buying a Big Green Egg also needs a plate setter, a temperature probe and the right smoking wood.
The challenge
- Large product catalogue — thousands of SKUs with extensive technical specs (power, dimensions, compatibility)
- Accessory relationships — which accessories belong to which BBQ unit? These relationships had to be transferred and expanded in Shopify
- Product bundles — Vuur & Rook sells complete BBQ starter packs as bundles; that structure had to be migrated
- Cross-sell structure — the strength of Vuur & Rook's store is intelligent cross-sell suggestions; that had to be reproduced in Shopify
Our approach
- Syncer AI Engine™ — every product-accessory relationship and compatibility data point was migrated as metafields and now powers the cross-sell logic
- Bundle migration — we implemented a bundle app on Shopify and migrated every existing BBQ starter pack
- Improved product pages — every product page was enriched with compatible accessories, customer reviews and cooking tips
- LiveSync® — zero-downtime go-live; the popular store wasn't offline for a moment
- SEO Guard™ — all organic positions for popular BBQ keywords were protected
The result
- Higher average order value (AOV) — improved cross-sell drove a higher AOV right after launch
- Improved product pages — richer information and better cross-sell suggestions
- All SEO positions preserved — no loss of organic rankings on BBQ-related keywords
- Faster load times — the new Shopify store loads significantly faster
Customer reaction
"Our average order value went up after the migration to Shopify — that's the proof the cross-sell works better. Syncer didn't just migrate our data, they also gave our commercial structure a serious upgrade."
— Vuur & Rook