Client interview with Erik de Koning - Amac.nl

Erik de Koning works as e-commerce and marketing manager at Amac, official Apple reseller in the Netherlands and a Contenzi client. We interviewed him about his views on e-commerce in 2025 and his role at Amac. His story and practical tips are below (5 minute read).

Moving into a new industry

What made you switch from fashion to Amac and Apple products?

I’ve been a big Apple fan since the very first iPhone, and even before that with iPods. It’s a global brand and very interesting to get a semi-inside look through Amac.

Did your expectations match the reality?

Yes, definitely. But it’s a different kind of industry. In fashion, you have short cycles with maybe ten weeks between new collections and clearance. At Amac, I’ve found that there’s more time to sell a product and hence are more complete customer journey.

Competition and differentiation

How does Amac stand out online?

I feel we provide more tailored service than competitors. We’re fully focused on Apple, while big competitors offer everything. We also have 47 stores located in city centres, which makes us accessible within half an hour across the Netherlands. And with every Apple product, we offer free training, so customers get to know their device better.

How is AI used at Amac?

We mainly use AI to make internal processes smarter and more efficient, with the goal of improving the customer experience. Colleagues use AI for things like writing web content, handling support tickets, or speeding up development. The aim is to keep it invisible. If the customer doesn’t notice it’s AI, that means it’s working well.

How do you ensure your team uses AI effectively?

It’s important to have experienced team members, but also to bring in younger talent aged 20–25. Younger people drive innovation. These days, people over 35 (myself included) are more likely to fall behind than keep up. Project teams that mix youthful speed with senior experience help us find the right pace.

Personalisation at Amac

What are your personalisation priorities for the next 12 months?

At Amac, we want to deliver the right message to the right person. We make a clear distinction between switchers (those moving from another brand or OS) and upgraders (those trading in an older Apple device). We then segment further based on buying frequency and intent. I personally believe in focusing more on converting existing customers, because they already trust us.

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Advice for industry peers

What best practices do you have for others working with personalisation?

You need internal support across the whole organisation. Your HR policy, agency and tooling strategy, and data handling must all support this way of working. Sometimes the company needs a strategic shift. Then, find the right partners with a good price–quality balance. We chose Contenzi as our central content solution for website personalisation. After that, choose the right agencies. Usually, you need several, as each one has its own expertise.

What makes a strong e-commerce leader?

Use everyone’s skills, insights, and talents. Create a clear strategy and build a curious team that mixes experience with younger people who are eager to own the latest tech. That balance is key to getting the best results.