At bol’s Retail Media Day on May 15, Justin Sandee (Director of Commercial Development at bol) and Koen van den Eeden (Managing Director at Flywheel NL) gave a presentation on a major shift in media behavior during their talk: “Upper Funnel and Retail Media: the Perfect Combination.” We’re sharing their insights with you.
From Inspiration to Purchase: Retail Media Impacts the Entire Funnel
At bol’s Retail Media Day on May 15, Justin Sandee (Director of Commercial Development at bol) and Koen van den Eeden (Managing Director at Flywheel NL) highlighted how consumer media behavior is rapidly changing. In their talk, “Upper Funnel and Retail Media: the Perfect Combination,” they sent a clear message: shoppers are looking for more than just a product.
Consumers no longer visit retail platforms solely to make a purchase. They also use them as search engines, comparison sites, and sources of inspiration. This means brand consideration and emotional connection are formed early in the journey. Retail media now plays a role not just at the bottom, but also at the top of the funnel.
Bol is responding to this shift with a refreshed strategy: we’re building a relevant retail media ecosystem that connects branding and sales across the entire funnel.
Curious to see more insights from Justin and Koen’s presentation? You can find them in the summary one-pager below.
