“With Branded Shelves we give sales partners and brands the opportunity to enhance their profile within the platform, with a look and feel that aligns with their own brand and visual identity. This way, we respond to their need for not only visibility but also recognizability, and we offer customers a complete brand experience," says Joris Scheepens, Chief Advertising & New Business Officer at bol.

From pilot to launch

The new advertising solution was developed in close collaboration with a group of advertisers. "With Branded Shelves, we can even more clearly show customers who we are as a brand, something that can be challenging on a broad platform like bol," says Floris Boeije of PurelyGoods, one of the 300 partners who participated in the pilot. "It allows us to present our product range in a cohesive and recognizable way, so customers can quickly see what else we offer. Moreover, we give our offering more context by clearly communicating what our brand stands for. This way, we stand out more and build trust."

The launch of Branded Shelves on September 2nd marks the end of the pilot phase and the official launch for all sales partners and suppliers*.

New step in bol Retail Media expansion
With the introduction of Branded Shelves, bol is taking the next step in its development into a fully-fledged retail media platform. While advertising has long been primarily about conversion, the focus is increasingly shifting to brand experience and recognition. With this expansion, bol is responding to this shift: brands have more space to express their identity, while consumers encounter relevant and recognizable brand stories within the trusted platform.

*Sales partners and suppliers affiliated with bol as selected brand owners and official distributors.