As an e-commerce manager, it is often already a relief when you are approved as a Bol supplier on Bol.com. Those sales? That one will follow, right?
But soon you feel that you are letting go of the reins a bit. Bol sets the pricing policy, you have no real time sales data and no visibility into how much they will reorder. It seems like you have little control as a brand.
But nothing could be further from the truth: with a well-considered approach, you can make an impact as a supplier of Bol. Together with Childhome we took the product content and advertising in hand. The result: Bol now buys 15% more Childhome products every month.
The strategy: convince first with content, then accelerate with advertising
As a supplier of Bol, you can perfectly advertise on your own products. Yet we deliberately didn’t do that right away, but proceeded step by step:
Step 1: optimize product content
Advertising on products with bad pictures or vague information? That’s how you throw money away and barely get conversions. Before we invest even one euro in ads, we make sure the product pages are solid:
- Persuasive product texts
- Professional and relevant product photos
- Scannable bullet points showing the benefits
As a result, we ensured that our campaigns will convert better later.
Step 2: a budget-friendly advertising strategy
Once the content was in place, we pulled out our secret weapon: advertising. Because Childhome works with a fixed budget, we had to make the most of every euro. We chose to put the best performing products in the spotlight. This approach resulted in an exponential growth in sales, at a remarkably low cost.
The result: In three months, we made an impact on three fronts
- €30,000 additional sales
- +15% purchasing by Bol.com
Through the advertising strategy, Bol realized more sales. As a result, they purchased Childhome’s products in larger volumes. - 550,000 impressions and 15,000 clicks
Better performing ads increased the number of product impressions, which of course also directly impacts Childhome’s brand awareness among potential buyers.
What does Childhome say?
“The collaboration with Merkado gave us a renewed grip on Bol.com. We have become much more visible as a brand ánd sell better, without having to do discounts or price promotions ourselves.“
– Cédric Rodrigues, Head of Benelux and International Sales EMEA
As a supplier to Bol, you don’t have to stand on the sidelines
Do you work with Bol as a supplier? Then it may seem like you have little impact on your sales anymore.
But those who bet on strong product content and advertising are taking back the reins. And the great thing? The conversion rate is often higher than with resellers, precisely because your offer is top of the line.Curious how you as a brand can get more out of Bol.com?
We’re happy to show you how.