Shopping Today Review
During two inspiring sessions at the Shopping Today event last week, Ilse Boers and Rosan Snel from bol shared their knowledge about the future of marketplaces and sustainability in e-commerce with professionals from the e-commerce sector.
Ilse Boers, Retail Media Consultant at bol, together with Joep Kruijssen, E-Commerce Manager at Calex, presented concrete insights from their collaboration with Calex. Using a full-funnel advertising strategy, Calex achieved, among other things, a 33% growth in branded search. Promising results were also achieved on brand-funnel involvement and new-to-brand metrics by combining structural display campaigns with sponsored products. You can read more about the Calex case in the bluepaper.
Rosan Snel, Sustainable Shopping Manager at bol, participated in a panel discussion with Freek Snijders from Decathlon, Leontine Gast from The Terrace, Margot Visschers from Route Circulaire, and Pim Roggeveen from WEAR on the topic of Design for Circularity. Rosan discussed the rapidly growing sustainable market. She emphasized that sustainability should not be pushed as a separate theme, but rather integrated into the existing customer journey. Convenience and price play an important role in this. An example of this is the refurbished proposition on bol, where refurbished items such as an Apple Watch are shown on the same page as new items. Transparency about price, quality, and return conditions builds trust. Sustainability thus becomes part of the standard shopping experience.
This event is part of the ShoppingTomorrow program and an initiative of Thuiswinkel.org.
Download the bluepaper 'Winning on marketplaces: from brand to market leader'.