Overview
Warmteservice is a leading heating equipment supplier in the Netherlands, operating a network of 85+ locations serving both businesses and private customers. With a strong focus on local availability, accurate store information, and in-person visits, their digital presence plays a critical role in driving foot traffic and sales.
Before PinMeTo, Warmteservice relied on an internally built tool to manage Google Business Profile updates. As the business scaled, this setup became increasingly difficult to maintain across platforms.
Results: 10 months after onboarding
Comparing January 2025 to January 2026, Warmteservice saw clear improvements across key local search metrics:
- +40% Direction Clicks — more customers navigating to physical stores
- +20% Total Actions — increased engagement across listings
- +30% Total Views — stronger visibility in search and maps
These results reflect not only increased visibility, but also more accurate, intent-driven interactions, directly supporting foot traffic and local sales.
The Challenge: Scaling Local Visibility Beyond an Internal Tool
Before onboarding PinMeTo, Warmteservice managed their store data through a custom-built internal tool designed primarily to update opening hours on Google and their own website.
While functional, it became a growing limitation as the business expanded:
We had our own PHP-based tool, but it’s not something we wanted to maintain. Our core business is serving customers, not building and managing internal tools just to update store opening hours.
Roy Machielsen, Head of Digital & E-commerce, Warmteservice
The biggest challenge was inconsistency across platforms. Updates did not always sync across Google, Apple Maps, and other services, leading to real customer friction.
We ended up with situations where customers found us on Apple Maps or other services and arrived at a closed store or did not know we were open. That inconsistency across platforms directly impacted store traffic.
Roy Machielsen
At the same time, Warmteservice was growing rapidly, continuously opening new locations and adjusting store hours.
The Solution: Centralized Listings and Consistent Multi-Network Presence
With PinMeTo, Warmteservice moved from a fragmented, single-channel setup to a centralized platform managing all locations and networks in one place.
Location Listings Management Across Networks
Warmteservice now manages business data across Google, Apple Maps, Waze, Bing, HERE, TomTom, and Overture through PinMeTo Listings.
This enables the team to:
- Update opening hours and store information across all platforms simultaneously
- Ensure consistency across networks, not just Google
- Reduce manual effort and eliminate outdated or conflicting data
- Maintain accurate, reliable information for customers at all times
We want to be present across all relevant platforms with consistent information. It’s not about prioritizing one channel but about preventing inconsistency.
Roy Machielsen
Centralized Review Management and Customer Feedback
In addition to listings, Warmteservice actively manages customer reviews through PinMeTo Reviews.
What started as an additional feature quickly became a key part of their daily operations:
Managing customer reviews centrally has been a huge step up compared to where we were before. It’s something we now look at on a day-to-day basis.
Roy Machielsen
Their teams monitor store performance through reviews, respond to feedback, and use insights to improve individual locations over time.
Warmteservice has also started leveraging AI-assisted responses to handle customer feedback more efficiently, while still refining tone of voice to match their brand.
Structured Team Collaboration Across Departments
PinMeTo supports a structured internal workflow across multiple teams:
- Omnichannel content team manages listings and store information
- Customer care team handles reviews and customer feedback
- Teams collaborate and support each other during high-demand periods
This setup allows Warmteservice to maintain both operational efficiency and high-quality customer interaction without relying on store managers for updates.
From Internal Tool to Scalable Solution
By moving away from their internal system, Warmteservice no longer needs to maintain custom infrastructure for listings management.
PinMeTo gives us capabilities that are far more advanced than what we would build ourselves and allows us to focus on delivering a better customer experience.
Roy Machielsen
What Comes Next
Warmteservice continues to evolve its local presence strategy, building on a centralized and scalable foundation.
With consistent listings and active review management in place, the team is exploring further ways to optimize performance, including:
- Expanding use of AI-powered capabilities for customer feedback
- Leveraging new insights tools like Places to better understand performance
- Continuing to refine store-level visibility and customer experience
As their network grows, maintaining accurate, consistent, and scalable local visibility remains a core priority for both operational efficiency and customer experience.
