According to the Dutch webshop Bol, it has the largest home furnishing range in the Netherlands and wants to become the home furnishing shop. Yet the organisation noticed that consumers still did not think enough of Bol for home items. Three years ago, they therefore decided to take on a new course. In collaboration with new media partners, Bol had to be positioned in a different way.
'We have been campaigning for bol for four years now. The big challenge was: positioning bol as a credible home furnishings shop. Many people know bol and shop there regularly, but you don't quickly start searching there if you are looking for a new sofa or rug. Only when consumers type a particular product into a search engine do they often end up at bol,' Neneh Kooij explains to Marketing Tribune. She is Industry Lead FMCG/Retail at DPG Media.
She continues: 'By 2023, we saw that credibility increased significantly and bol's image as a provider of home goods had improved significantly and consumers were more likely to have the association "trustworthy". Consumers are more likely to consider searching for home products at bol and are more likely to buy from the home improvement shop. This shows: consistency is important because then you can really build something. This way, "the shop of all of us", their slogan, also becomes known as a home furnishing shop.'
Source: Marketing Tribune
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