10. 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 its
store
2001-2003:
• The bubble bursts
• bol.com sold by Bertelsmann to 3
German investors in ’03
1998:
Started in a port-a-cabin
in the back yard of Bertelsmann
Book club ECI
2004:
Growth continued
and bol.com
became profitable
2012:
• Bol.com acquired by Ahold
and preparing for accelerated
growth
***Footer***
Product range expanded rapidly
Books Entertainment Electronics
New,
physical
products
2nd hand/
3rd party
Digital
services
11. 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
12. 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
13. 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
Consumer
Electronics
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)
14. Sterk merkgedreven
• Indispensable brands:
(#3 EURIB 2011)
• Best shopping brands:
(#2 Centre of Brand
Analysis ‘11)
• Net promoter score:
(#1 Groningen University)
18. 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’
21. 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
29. 41
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
Availability
assortment
partner bol.com
30. Offcorse you need marketing in B2C!
In every step of the sales-funnel measurable tools are at our
your disposal
Branding Sales Insights
Inspiration Oriëntation Conversion Evaluation
Engagement with
target group
via Social Media
Storytelling & Introductions
via Weblog Uitgelicht
On & Offline
Inspiration
via AllesVoor
Participation in
TV, Radio &
Outdoor
Shopping
experience via
Shop-in-shops
Thematic
promotions
in BOMVOL
brochure
Targeted attention via
sponsored products
Actionable insights in reach,
engagement, sales & evaluation
of campaigns & products
via bol.com insights
Sales boost via
Day & Weekdeals
Targeted reach
via newsletter
Attention from
shopping audience
via bol.com display
network
= New in 2015
Conversion optimization
via weblog reviewsFlyers & samples in
bol.com boxes
36. Through a sophisticated platform
49
Real-time inspiration
Real-time suggestions
based on other
products viewed during
this customer’s visit
37. Due to differentiated messaging based on customer behavior
50
Higher conversion
Focusing on the functional
aspects
to make the sale
Focusing on other customers’
opinions
to make the sale
