Expert interview Yasmine van Moortel

In the interview series ‘Groei onder de Loep’ (Growth Under the Microscope), we speak with e-commerce experts and specialists in selling via bol. Each edition features one guest and focuses on one specific topic.

Yasmine Van Moortel works as Senior Account Manager and Partner Business Development Lifestyle & Living at bol from the Antwerp office. She helps selling partners to maximize their growth. LinkedIn Yasmine

‘Three times a year, bol publishes an overview of white & grey spots on the Partnerplatform. White spots are items that customers are looking for but are not yet offered. Simply put: I'm looking for green slippers and I can't find them.’

‘For example, pacifiers from a popular Danish brand were not yet sold via bol, even though there was high demand for them. We shared this white spot with our selling partners, and it was quickly filled successfully. Since then, 3000 pacifiers have been sold. The previous white spots list also included the Bose Home speaker 300; an important item for the Audio shop. This white spot has also been successfully filled since October, generating significant revenue and providing customers with a good alternative to speakers from other major market players.'

‘Grey spots are items that are sold via bol and for which there is interest, but where conversion is low. For example, because the price is too high. On average, filled grey spots sell 35 percent more than grey spots that are not acted upon.’

‘The lists are based on bol data regarding the search and shopping behavior of our shared customers. Every quarter, the Customer Journey Team uses this data to identify what people are searching for but not finding, and which propositions could be stronger for certain items. This results in four lists: general white spots, white spots Belgium, white spots French-speaking Belgium, and general grey spots.’

‘We believe it's important to be transparent about growth opportunities on the platform, which is why we share this information with all partners. Only together can we improve the platform.’

‘When you, as an entrepreneur, fill white or grey spots, you will generate more revenue, and customers will be even better provided with everything they are looking for. Ultimately, our goal is to jointly create the most complete and competitive offer possible. We want to become a one-stop-shop, where customers not only buy a lamp fixture from us but also the light bulbs that go into it.’

'I recommend downloading the lists; they are Excel lists. You can then filter within the list. This allows you to search by different shops. By shops, we mean the different categories at bol. For example, you have the sports, books, and furniture shop. And you can also filter by product group or brand. The best approach depends on your own specialty. If you are a multi-brand store, it might be interesting to see which brands you sell and if they are on the list. If you sell many private labels, it's best to search by product group.’

'If you base the expansion of your product range on white or grey spots, that is strategically a good choice. Make sure the content for your item is immediately well-presented and that you offer a good delivery proposition. If you have these two factors in order, it helps enormously. Additionally, I recommend using Sponsored Products; this brings your item to the attention of customers who are looking for your specific item, or a similar item. This ensures your item appears high in the search results of potential customers. And when developing your item description, also use bol's search trend tool. This tool provides insight into how customers search for an item. When you use the right terms to promote your item, potential customers are more likely to find your item.’

‘Also, check how competitive your price is. When you add an item, bol shows how your price compares to the market price using price stars. People are price-sensitive; ideally, your item is competitively priced, and you score 4 or 5 price stars.’

‘A data-driven approach is important – and also trust your own market and product knowledge. The white and grey spots are very interesting, but the lists certainly don't cover everything. It's one of the tools you have available to achieve more revenue. Be sure to supplement this with other strategies. As an entrepreneur, you probably have an excellent sense of trends and opportunities; always continue to trust this.’

‘Once your new item is online, I advise you to keep an eye on the conversion analysis in your seller account; this analysis provides insight into your orders, customer visits, and conversions. The higher your conversion rate, the better.’