How a smart repricer helps you grow maximally on bol

Success on bol isn't about luck; it's about smart choices, the right tools, and margin management. Noud van Workum, e-commerce veteran and owner of Rylee: “End-to-end margin management is often overlooked, yet it’s so crucial for your profit, brand perception, and growth. Without a good repricer, for example, you miss many opportunities for extra sales and margin.” The additional volume and profit can then be used to accelerate your growth.  

According to Van Workum, margin management is something you can start with right away, whether you're just beginning or already established. Rylee guides you from start to finish. “The first step is essential: map out all your costs per item. Purchase, shipping, packaging, returns, commission, etc. Compare that data with competitor prices and your expected sales, and you’ll know what's left at the bottom line.”

Then comes improving. “Our repricer helps tremendously with that. It automatically improves your selling prices based on margin, pricing strategy, and competition. You want fast turnover times to prevent items from sitting idle, but you also want your items to sell with a good margin. That’s not a nice-to-have; it’s a necessity. After all, you can only spend your money once. So you want to get the most out of it.”

Now, margin management might sound like something for CFOs, but in practice, it's the foundation of every profitable bol store. Rylee's comprehensive store management and repricer are built to make your business scalable and profitable, and the numbers show it: "Partners working with Rylee grew by 81% last year. That's many times more than competitors who operate without an ecosystem partner." As Van Workum himself says: “Our goal is to make the dreams of bol partners come true: more growth, more profit, more time, and more freedom.”

Rylee once started as a software developer for item research, automated emails, and (VAT) invoicing. But since Van Workum took over the company, it has grown into an all-in-one solution for bol partners. “What we deliver is complete shop and margin management. And that often starts from the very beginning. We like to say: ‘starting via bol means starting with Rylee’.”

Actually, we agree, because Rylee has everything you need: from training, data, and tools, to an active community. “We've added an expert course for both beginners and advanced users, completely free. After all, every growth phase comes with new challenges, and we guide our customers through them as quickly as possible. Where a beginner needs to learn what an EAN is or how to set up their content correctly, larger bol partners, for example, want support with managing their imports from China or insights into the impact of sponsored products on their store's profitability. Every growth phase comes with new challenges.”

An important part of that growth journey is smartly utilizing a repricer. “A repricer is an advanced tool that automatically adjusts the prices of your items on bol,” Van Workum explains. “You set your own rules, such as minimum margin, selling price, or price stars, and within those limits, the tool determines the optimal pricing strategy in real-time.”

And that real-time nature is necessary, according to Van Workum: “In the past, you would check your prices weekly or even daily and adjust them manually. Hopelessly outdated, because the battle for the buy box is real-time and continues to accelerate. If you're too late to react to a price change, you miss out on sales or margin.”

Rylee's repricer checks an unlimited number of items at every opportunity to see if the selling price needs to go down or can go up, and it is available in both the Netherlands and Belgium. Additionally, Rylee also offers a unique feature that improves the selling prices of private label items. But Rylee looks much further than just the price: “bol's algorithm is complex, so we look at all factors that contribute to winning the buy box, such as price, delivery time, service standards, and shipping conditions. For example, if two providers offer the same price, there are still many other factors that determine who ultimately gets the buy box. We provide insight into what else you can improve besides price to retain more margin.”

What makes Rylee different from other tools? “The combination of our strong team, our experience, and our pragmatic all-round approach,” Van Workum answers. “We have a team of senior e-commerce experts who focus on developing things that make the most impact on the top and bottom line* of bol partners.”

It's not just software that makes the difference. Van Workum: “Sometimes it’s just a good conversation, a workshop, or being available outside office hours. We have an active community and organize events where entrepreneurs can meet and learn from each other. We see ourselves as the ultimate growth accelerator for partners selling via bol, and it doesn't matter whether you're just starting or already have 1,000 items in your store.”

The numbers show that the approach works. “In the first 4 months of this year, we already saw an additional €12 million in sales for our customers on bol compared to the same period last year.”

Experience for yourself what Rylee can do for your margins and results, and request a free demo. Of course, you can also find a lot of information about repricers and other pricing strategies here on our Partnerplatform. If you can't figure it out? Then you can contact our Partnerservice!

* The top line refers to sales. The bottom line refers to profit.