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Market Manager België
• Founder Internet marketing school• Founder Edukrea vzw• European start up within Bisnode• Market manager Bol.com
• Contact: [email protected]• Linkedin Jonathan Gillyns• Twitter: @jgillyns
« The world is changing »
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« … but are we? »
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8Grootste mediawinkel van Nederland
Bomvol winkels, bomvol voordeel
“persoonlijkstartpunt van
winkelen”
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Bol.com history
2009-2011: Growth strategy to develop into online retail generalist:
• Books, Music, DVD, Games• Consumer elect, domestic app• Toys, Baby, Cooking & Dining
1998-1999: bol.com as part of Bertelsmann’s ambition to create the preeminent global online media store
March 1999: bol.com NL launched itsstore
2001-2003: • The bubble bursts• bol.com sold by Bertelsmann to 3
German investors in ’03
1998: Started in a port-a-cabinin the back yard of Bertelsmann Book club ECI
2004: Growth continuedand bol.com became profitable
2012: • Bol.com acquired by Aholdand preparing for accelerated growth
***Footer***
Product range expanded rapidly
Books Entertainment Electronics
New,
physical
products
2nd hand/
3rd party
Digital
services
Books Entertainment Electronics Toys
Second hand Digital reading
SDA
MDA
bol.com Plaza
Baby
Dining
Active in Belgium
SECOND HAND
DIGITAL
THIRD PARTIES
NEW STORES
Cosmetics InteriorPets
Garden & DIY
Ahold acquisition
1999-2003 2004-2007 2008-2009 2010
MILESTONES
2011 2012 2013
Sports & Outdoor
2014
Jewelry & watches
Evolution from online book store to online super store
+ Baby apparel
+ Bags & leather goods
Where are we today?
Over 5 million active customers
Over 9 million products on offer
On average 800,000 vistors a day
200,000 products shipped on busiest day (8 orders/second)
800 employees
1 out of 2 Dutch or Flemish online shoppers shop at bol.com
More than 9 million available products
The retail evolution: we are only at the beginning…
Online share of non food retail 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2000
2005
2010
2015
2020
2025
Total
Clothing
Food
ConsumerElectronics
Media
Retail spendings shift to online 2
1. Source: IGD, Verdict Retail, Retailresearch.org, IBISWorld, Kantar Retail, KPMG, British Council of Shopping Centres, McKinsey, team analysis, Euromonitor
2. OC&C²
In 2020 36% of ALL
consumer purchases are done online.
This reflects a growth of 145% up to 2020.
This wile offline purchases decline
with 15%. (source: Shopping2020,
Thuiswinkel.org)
Sterk merkgedreven
• Indispensable brands:
(#3 EURIB 2011)
• Best shopping brands:
(#2 Centre of Brand
Analysis ‘11)
• Net promoter score:
(#1 Groningen University)
Network thinking: collaboration vs competition
Keep bol.comaccessible
Know theneeds
Extend ouroffer
Sellers - Suppliers
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The Power of the network
Presence
Knowledge of assortment on offer
Knowledge of customer
Pricing
Fulfilment/ Delivery
Payment
Service
Retail tomorrow: a network of partnersRetail today
A B C
Ability to supply assortment
Concept : The retail revolution
‘Do everything yourself’ ‘Focus on your added value in the
network’
Power of the network
Affiliate program
www.bol.com/partnerprogramma
Aanwezigheid
Kennis van
assortiment en
aanbod
Kennis van de
klant
Prijs
Logistiek/
Levering
Betaling
Service
ZappyBaby Bol.com
Leverbaarheid
assortiment
Affiliates: strong in presence and knowledge of customer
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Open api for developers
developers.bol.com
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Aanwezigheid
Kennis van
assortiment en
aanbod
Kennis van de
klant
Prijs
Logistiek/
Levering
Betaling
Service
Shopsmart Bol.com
Leverbaarheid
assortiment
Developers keep us accessible
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Presence
Product expertise
Customer insights
Price
Logistics/ Delivery
Payments
Service
A B
Availabilityassortment
Every shop has its own added value
Platform for professionals & private sellers
www.bol.com/verkopen
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Belgian sellers can now also reach our 5,8 mio customers
Aanwezigheid
Kennis van
assortiment en
aanbod
Kennis van de
klant
Prijs
Logistiek/
Levering
Betaling
Service
Torfs Bol.com
Leverbaarheid
assortiment
Sellers know the assortment and offer proximity
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Logistics by bol.com• Order before 23 uur, the day after in house!• 30 days return policy• Shipment to NL and BE• Scherp tarief: € 1,99 (XS) - € 5,99 (L)• Including free return • Including 24/7 clientservice
Good news for our sellers!Presence
Product expertise
Customer insights
price
Logistic/ Delivery
Payment
Service
Availabilityassortment
partner bol.com
Offcorse you need marketing in B2C!In every step of the sales-funnel measurable tools are at ouryour disposal
Branding Sales Insights
Inspiration Oriëntation Conversion Evaluation
Engagement withtarget groupvia Social Media
Storytelling & Introductionsvia Weblog Uitgelicht
On & Offline Inspiration via AllesVoor
Participation inTV, Radio & Outdoor
Shoppingexperience viaShop-in-shops
Thematic promotionsin BOMVOLbrochure
Targeted attention viasponsored products
Actionable insights in reach, engagement, sales & evaluation
of campaigns & products via bol.com insights
Sales boost via Day & Weekdeals
Targeted reachvia newsletter
Attention from shopping audiencevia bol.com displaynetwork
= New in 2015
Conversion optimizationvia weblog reviewsFlyers & samples in
bol.com boxes
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5,8 million stores
Through a sophisticated platform
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Real-time inspiration
Real-time suggestions based on other
products viewed during this customer’s visit
Due to differentiated messaging based on customer behavior
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Higher conversion
Focusing on the functional aspects
to make the sale
Focusing on other customers’ opinions
to make the sale
Based on customer profiling we show the most relevant one.
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Now its up to you the be succesfull!
