Bol is launching a new advertising product that allows sales partners to bring their brand story to life, helping online shoppers in their decision-making process. The rollout follows a successful test.
Complete brand experience
Branded Shelves is the name of the new retail media concept Bol is now rolling out: the digital storefronts combine images, text and highlighted products to create a cohesive brand experience. The new advertising solution was developed and tested in close cooperation with a group of 300 advertisers. Now the pilot phase is behind us and the rollout to all sales partners and suppliers will follow.
“With Branded Shelves, we give sales partners and brands the space to raise their profile within the platform, with a look and feel that matches their own brand and visual identity. This way we respond to their need to be not only visible, but also recognizably present and offer customers a complete brand experience,” said Joris Scheepens, responsible for advertising at bol.
With Branded Shelves, the online store says it is taking the next step in its development into a fully-fledged retail media platform. Where advertising for a long time was mainly about conversion, the focus is increasingly shifting to brand experience and recognition, the company says.
