How to stand out amongst the millions: the power of branded shelves on bol

Anyone who has recently looked into advertising on bol.com may have come across them: branded shelves. These eye-catching ad blocks appear in the middle of search results or on category pages. They showcase a selection of products from a single brand, complete with a message and in the brand’s house style. This makes them the ultimate digital shelf that literally sets your brand apart from the competition – but with the spotlight firmly on it.

Unlike a traditional brand page, branded shelves are automatically displayed to relevant target audiences at the right moment. They are therefore comparable to Sponsored Brands on Amazon: visually striking displays that directly capitalise on the user’s intention to purchase. And that is precisely what makes them so powerful.

Why do brands opt for branded shelves on bol?

Bol.com is one of the largest e-commerce platforms in the Netherlands and Belgium. With ‘branded shelves’, brands can gain greater control over how and where they are visible on the platform. You increase your brand’s recognition and boost sales in a strategic location: exactly where the consumer is researching or making a purchase.

The success of branded shelves lies in three factors: visibility, relevance and control. You decide for yourself which products are displayed, what the visuals look like and what story you tell. Combine that with bol’s algorithm, which ensures your shelf is shown to the right shopper at the right time, and you have a rock-solid mix.

When is the best time to use branded shelves?

Timing is everything. Branded shelves perform best when they capitalise on moments when purchase intent peaks. Think of the festive season, the start of the school year or popular sales weeks. They also provide powerful support during the launch of a new product or campaign.

How to get the most out of your branded shelf

A successful branded shelf isn’t just about pretty pictures. Ensure a visually appealing layout, strong copy and a logical product sequence. Choose themes that suit the occasion or season, and tailor your message to the target audience. The more consistent your brand story, the greater the chance that the customer will click through and make a purchase.

What doesn’t work: a shelf lacking focus or coherence. So don’t display random products; instead, work with clear themes or collections. What does work: repetition, topicality and visual consistency. Think of your branded shelf as a shop window: if it’s done right, the customer will stop and take a look.

Branded shelves: ready for the future of retail media

Retail media is developing at breakneck speed, and bol.com is playing a major role in this. Branded shelves are becoming increasingly smart and visually appealing, making them an indispensable tool within your marketing mix. Those who start optimising now will reap the benefits as early as tomorrow.

Would you like to know more about visibility on marketplaces?

Would you also like to get more out of your visibility on bol or other platforms? Then branded shelves are a powerful first step. But there’s more. Think of Sponsored Products, DSP campaigns and smart content optimisation. We’d be happy to work with you to determine what works best for your brand: from strategy to execution. So please don’t hesitate to get in touch.