The success of CCM is based to a large extent on consistent implementation of the online retailing principle. However, as a target group the conservative bicycle retail sector presented an almost insurmountable hurdle to achieving greater growth. With a carefully adjusted mix of print and online communication, the advantages of the web portal were presented in detail for the customers of CCM. While the functioning and appearance of the online portal were steadily optimised, mailings achieved rapid user growth. Eventually, the sales of the B-to-B shop system also increased significantly and now account for the lion’s share of sales for our customer.