Win the holiday season with well-timed campaigns and promotions
During the marathon lead-up to the holiday season, customers actively search for the best deals. A promotion helps you stand out. But should you participate in a bol campaign, or set up your own promotion? After this checklist, you will know exactly what to do!
Checklist for campaigns and promotions
View the campaign calendar
Around the holiday season, 3 main campaigns take center stage: Sinterklaas, Black Friday, and Christmas.
You can also find the timelines for each part of every campaign in your seller account, under the 'Promotions' tab. Want to see the full quarter at a glance? You can find the campaign calendar on the Partnerplatform.
Create your pricing strategy
Not every campaign requires a discount. There are 3 campaign types:
- Awareness: your item is highlighted with an awareness label. Discounting is not required, but your price must be competitive relative to the market.
- Price-off: you reduce your price and your item gets a red discount label. This is the mechanism used for major retail events, such as Black Friday.
- Select: an absolute discount on your current price, with a green Select discount label. Targeted at regular customers of bol.
For Sinterklaas and Christmas, you can participate with awareness or price-off. Black Friday is all about price-off. Outside of these campaigns, you can always run Select promotions.
How to join bol campaigns
A promo specialist prepares a selection of your product range in your seller account. Starting 9 weeks before a campaign begins, you can also suggest items yourself. The promo specialist reviews your proposal and approves or rejects it.
To be able to join:
- Different guidelines apply regarding build-up time, your promotional price, and your price star. You can find them in the promotional price guidelines.
- Your price star is at least 3
- The item has been listed at a non-promo price for at least 21 days in the past 90 days*
- You have not lowered your price in the 3 days before the campaign
Are you participating with items that match high demand? Then you stand a chance to get a temporarily reduced variable commission.
*Select discounts count as non-promo days. For new items, this means they must first be listed at a regular price for a few weeks before they can take part in a price-off promo
Your own promotion
You can also set up your own promotion independently of a bol campaign. In that case, you decide the timing, the items, and the discount yourself. This is useful if you have items that do not fit a campaign theme, if you want to clear stock, or if you have a specific moment you want to respond to. You are also not tied to submission deadlines.
Improve your promotions
Under the 'Promotions' tab in your seller account, you can see which items have been selected, including the price required to participate. It pays off to check there around the start of the campaign to make sure your promotions are properly set up. Do you know which items you are participating with? Those items will have the best chance of success when stock, price, content, and advertising are in order. Afterwards, you can continue to track how your items perform and adjust where needed.
Watch the video
Win the holiday season with well-timed campaigns and promotions
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