Bol.com: exploring the product
Visitors to Dutch online department store Bol.com can find the products they’re looking for quickly thanks to search and navigation that InternetRetailing researchers rated as being of high quality.
Shoppers can filter their search against a range of criteria, including price and product, across all categories. Perfumes, for example, can be narrowed down by 14 filters, from category, brand through to type of fragrance, time of day it will be worn, rating and delivery availability.
It’s easy to explore products, which are described in full and illustrated through zoomable images. Average ratings, delivery information, social sharing and stock availability are also clear from the product page, giving shoppers the information they need in order to make a purchasing decision.
In electronics, users can filter their product choices against 13 variables, including model, type of connection and power supply. From the product page they can see previously asked questions – and answers – around common queries, and explore specifications and functionality.
Different categories are also explored through themes such as “winter wonderland”, “romantic villa”, “urban” and more, while bestselling items are brought together in easy-to-shop lists.
Wishlist functionality is one of the metrics that InternetRetailing researchers use to assess merchandising performance. Ahead of Christmas 2016, Bol.com developed its approach to this form of product saving by enabling children to create their own digital wishlists using a Santa Claus-themed gift machine. The machine opened via the bol.com app or on a dedicated website. Once a child had created a list, suitable for their age, it appeared on the parents’ Bol.com account, ready for purchase.
The range is further explored through a series of online magazines covering areas from lifestyle to books. These bring products to life by showing them in use, or through literary discussions.
Bol.com trades in Belgium and the Netherlands and is owned by Dutch group Ahold. It has also translated the site into English to increase accessibility and boost potential custom beyond its core markets.