Jelmer, Agency Development Manager at bol, shares his insights from the ShoppingTomorrow expert group. With his expertise in marketplaces and retail media, he explains how to successfully enhance brand visibility. This interview is part of the "Goed punt" video series and an extensive bluepaper, where we delve deeper into the research findings. At bol, we continuously strive for improvement and love to learn from and with others. Curious about the best strategies and opportunities? Read on to discover how to make your brand shine on bol.
ShoppingTomorrow Expert Group in Brief
- 30 experts work together on a research question
- For bol partners, by bol partners
- The result: a bluepaper full of practical tips and advice
What Strategies Have You Developed to Increase Brand Visibility on Marketplaces?
"With the expert group, we have developed various smart strategies to enhance brand visibility. Think of category-specific events like the DIY Weeks. Leading brands in a category have different priorities than new brands looking to grow. For example, we created a plan for VONROC to participate in the DIY Weeks. We chose a bottom-up approach, starting from the basics and growing step by step. By using targeted media and attractive deals, we attract new consumers. This not only increases sales but also boosts visibility and the number of clicks on the platform."
"We Offer More Tools to Present Your Own Look and Feel"
What Do You See as the Biggest Challenges for Brands on Marketplaces Like bol?
"For a long time, brands have struggled to fully convey their unique brand identity on marketplaces. This can make a brand feel like just another generic product. Fortunately, at bol, we offer more and more options to showcase your unique look and feel. With tools, media, and shop-in-shop solutions, you can position your brand in a distinctive and recognizable way.
It’s also essential to keep your brand message consistent and find a balance between the platform's requirements and your own identity. Our tests show that advertisements in bol’s look and feel often perform better in terms of conversion. However, for brand-building objectives, staying true to your own identity can be more effective."
Bol is Evolving as a Retail Media Platform. What Opportunities Does This Create for Brands?
"We offer a variety of solutions and tools to help partners improve their ads and content. This enables them to better respond to consumer needs and refine their marketing strategy. We are developing a full-funnel advertising approach, meaning we support brands at every stage of the funnel—from awareness to conversion.
Next year, we will launch branded shelves, a self-service mid-funnel display solution. With this feature, advertisers can build their own shelf and control the content, branding, and product selection. In short, we are increasingly handing brands the keys to boost their visibility and brand consideration. Technology offers many opportunities, but clear guidelines remain essential to ensure the relevance and quality of your offerings."**
How Important Are Collaborations and Networking Within ShoppingTomorrow?
"Collaborations and networking are key to success. By sharing knowledge and experiences, we generate fresh insights and smart strategies. Whether you're new to e-commerce or a seasoned professional, there’s always something new to learn. These expert groups strengthen collective knowledge and help us continuously innovate."
Finally, What Tips Do You Have for Brands Just Starting on Marketplaces?
"Make sure your foundation is solid: high-quality content, fair pricing, and reliable delivery times. Without this foundation, advertising won’t be effective. Start small, focus on unique products, and use tools like sponsored products to increase visibility. Also, promote your products during key moments or peak periods in your industry."
Meet Jelmer Helderman:
- Host of the ShoppingTomorrow expert group
- Lives in Leeuwarden
- As Agency Development Manager at bol, he connects commerce and product development for agencies and their advertisers
- 9 years of experience in e-commerce and retail media
- When he’s not surfing the web, Jelmer enjoys kitesurfing in his free time