‘With smart strategies, we increase brand visibility’

Jelmer, Agency Development Manager at bol, shares his insights from the ShoppingTomorrow expert group. With his expertise in marketplaces and retail media, he explains how to make your brand successfully visible. This interview is part of the "Goed punt" videos and a comprehensive bluepaper, where we delve deeper into the research results. At bol, we constantly strive for improvement and enjoy learning from and with others. Curious about the best strategies and opportunities? Read on and discover how you can make your brand shine on bol. 

‘With the expert group, we have developed several smart strategies to increase brand visibility. Think of category-specific events such as the Klusweken. For leading brands in a category, other things are important than for new brands looking to grow. For example, we created a plan for VONROC to participate in the Klusweken. We opted for a bottom-up approach, where you start from the basics and grow step by step. With targeted media use and attractive deals, you attract new consumers. This not only increases sales but also visibility and the number of clicks on the platform.’

'For a long time, brands haven't always been able to convey their unique brand identity effectively on marketplaces. This can lead to your brand appearing as a 'flat item'. Fortunately, at bol, we offer more and more opportunities to present your own look and feel. With tools, media, and shop-in-shop solutions, you can uniquely and recognizably position your brand. It is also important to keep your brand message consistent and find a balance between the platform's requirements and your own identity. Our tests show that expressions in the bol look and feel often perform better in terms of conversion. For brand objectives, it may be better to stay true to your own identity.’

What opportunities does this create for brands?

‘We offer all kinds of solutions and tools that enable partners to improve their advertisements and content. This allows them to better respond to consumer needs and refine their marketing strategy. We are building full-funnel advertising, which means we support brands at every stage of the funnel: from awareness to conversion. Additionally, next year we are launching Branded Shelves, a self-service mid-funnel display solution. With this solution, an advertiser can build their own shelf and determine the content, branding, and item selection themselves. So, we are increasingly giving brands the keys to increase visibility and brand consideration. Technology offers many opportunities, but clear frameworks remain important to ensure the relevance of your offer and quality.’

‘Collaborations and networks are the key to success. By exchanging knowledge and experiences, fresh insights and smart strategies. Whether you are new to e-commerce or a seasoned professional: there is always something new to learn. These expert groups strengthen knowledge within the group and help us to continuously innovate.’

‘Make sure your foundation is in order: good content, fair prices, and reliable delivery times. Without this foundation, advertising makes little sense. Start small, focus on unique items and use tools like sponsored products to increase your visibility. Also, promote your items during important moments or days in your industry.’

• Host of the ShoppingTomorrow expert group
• Lives in Leeuwarden
• As Agency Development Manager at bol, he connects commerce and item development for agencies and their advertisers
• Has 9 years of experience in e-commerce and retail media
• Besides surfing the web, Jelmer enjoys kitesurfing in his free time