Premium brands seek scale and experience in a changing market

Online retail is evolving rapidly. For brands, it is more important than ever to be present where their customers are and where they expect to find their favourite brands. Today’s consumers look not only for convenience and reliability but also for inspiration and experience – values that premium brands hold in high regard. In this context, they select their sales channels with great care. At the same time, international competition is intensifying.

Bol provides brands in the Netherlands and Belgium with access to almost 14 million active customers. The e-commerce player also supports around 1,300 advertisers, offering not just reach but also performance tools. Investments in personalised branded pages (branded shelves), inspiring content formats and targeted advertising opportunities allow brands to express their identity consistently on the bol platform. For premium brands, which often have selective distribution strategies and significant global revenues, this offers an effective way to bring their brand identity to life on bol.

“For more and more premium brands, bol is becoming a place where brand and customer truly come together,” says Oscar Hundman, Chief E-commerce Officer at bol. “We combine reach and reliability with the opportunity to bring a brand story to life. This delivers not just scale, but above all a meaningful experience for our customers.”

Nespresso makes a deliberate choice for bol

Since September, customers have been able to purchase not only Nespresso machines via bol but also the coffee itself – previously limited to the brand’s own channels.

“By offering both coffee and machines together, we complete the experience,” says Marie-Laure Raadsen, Brand Marketing Manager at Nespresso. “Through bol we also reach a wider audience of digital shoppers who expect convenience and speed. This new partnership underlines Nespresso’s ambition to evolve further in the digital era, with customer experience and ease of use at the heart. Tools such as branded shelves and inspiring content formats enable us to convey our brand identity consistently and in an inspiring way online.”