Safaary brings oriental charm into your home
and smartly use sponsored products for extra visibility
The webshop Safaary, founded by Otmen Terch, has been active since 2009 with a special range of fairtrade home accessories. Think of handmade baskets, lamps, poufs, and pottery with an oriental, Arabic, and Moroccan look – specially adapted to the European market.
In this interview...
During the Sponsored Products Boostcamp, Otmen discovered how Advertising via bol not only increases visibility but also provides new insights. In this interview, he shares his experience, tips, and vision for growth via bol.
Can you briefly tell us what Safaary does and how you started?
“Safaary started from a passion for craftsmanship and fair trade. We produce unique, handmade home accessories inspired by Eastern cultures, but they fit into modern European interiors. We closely observe current trends, colors, and materials and translate them into our collection. The great thing is: you don't need to have your home entirely in an Eastern style to add something from us. Think of an eye-catching lamp in the hallway or storage jars in a sleek kitchen.”
Why did you choose to sell via bol?
“In 2014, we started selling via bol, when the marketplace concept was still quite new. Initially, we saw it mainly as an extra sales channel. Now it's much more than that: bol has essentially become a search engine. Customers trust the platform, and that trust also reflects on your brand. For us, it also works well for brand awareness and extra reach.”
What attracted you to the Sponsored Products Boostcamp?
“I was curious. About the people behind bol, the atmosphere at the head office, but also about how sponsored products actually work. I wanted to know: am I using it correctly? Can it be improved? It was a fun, educational session. I received a lot of confirmation, but also new insights.”
What was a specific learning moment for you?
“The insight that bol's algorithm makes its own choices and that bol itself doesn't directly control it. I found that surprising. I also received useful tips about, for example, the busiest ordering times and the difference between automatic and manual campaigns. We are now planning to start manual campaigns as well.”
We are now planning to start manual campaigns as well.
How are you currently managing your campaigns?
“We are currently running automatic campaigns with bestsellers and items for which we have a lot of stock. This way, we collect data on clicks, conversions, and ACoS. If we see that an item gets many clicks but has a high ACoS, we investigate the reason. It really helps us to better understand what works.”
How do you experience bol's support?
“Very positive. You notice you're working with real people. You ask a question, and you quickly get a personal and insightful answer back. The platform itself is clear, without unnecessary features. The explanatory videos are also great – just clear and in understandable language.”
Start with sponsored products. Especially if you're just starting, it's the way to gain visibility faster.
What advice would you give to other entrepreneurs?
“Mainly: start with sponsored products. Especially if you're just starting out, it's the way to gain visibility faster. You're in control. You set your own budget, you can see exactly when it's used up, and you decide what to focus on. But: do your research well. Understand the terms and take the time to set it up properly. It's also valuable for existing entrepreneurs – for your bestsellers or for items you have in stock. It really works.”