bol x Elmarc

Elmarc is a wholesaler of electrical household appliances, audio and video equipment, and photographic and optical products. Mats Struik, Lead Online Marketing at Elmarc, shares his experience with Sponsored Products.

“Our goal is obviously conversion,” says Mats. “We’re a commercial business, so we want to sell as much as possible. Our major brands, like Brabantia, already get found. But we also sell smaller brands. Advertising is especially important for those, because it helps consumers discover them.”

Works like a multiplier

Mats explains: “The impact of bol is clearly noticeable in our business. The conversion of several campaigns doubled after using Sponsored Products—sometimes even more. On top of that, the number of views on our products increased significantly, and thanks to the reviews generated by these conversions, our organic visibility also improved.”

Expert support makes a difference

“Part of the reason it works so well is the insight and help we get from bol’s campaign specialists,” Mats continues. “Before we got support, we were already hitting our targets. But with the specialists’ help, our TV campaigns achieved a Return on Advertising Spend of 8–9%.”

Water dispensers on the rise

The added value of Sponsored Products is clear across multiple campaigns. Mats says: “Before Sponsored Products, we sold only a few water dispensers per week. Now it’s hundreds. We appear at the top when someone searches for a water dispenser. That’s the power of Sponsored Products: once your item gets in that lift, it takes off.”

Know when to be visible

Mats concludes with an important insight: “Look at when most consumers view your items versus when they actually purchase them. We noticed that TVs were often viewed during the day, but mostly bought in the evening. Make sure you have enough budget to stay visible in those key moments.”