Best Brand 2026: Bol. Interview

Bol. won the Best Brand Award for the category "Best Retail Electro"!

If bol were a person, what kind of personality do Belgian consumers project onto it and what have you done deliberately to earn that perception?

Bol has been very present in Belgium for the past 15 years, earning trust by consistently delivering on what we promise. So, this brand personality would be trustworthy, keeping things simple & clear. She goes the extra mile to make customers happy. But it’s not just about the past, the person would also be innovative, always looking for ways to get better.

Consumers say they choose brands with both head and heart. What is the one rational proof-point and the one emotional benefit you believe made the difference this year?

Affordability, with good prices & deals, is the nr. 1 driver to buy electronics at bol. The key emotional benefit is the fact they are familiar with bol, so it feels trustworthy. In a world that’s rapidly changing, people crave for things (and brands) they know they can trust. And that’s very true for bol.

Electronics retail is often about specs and price. How do you turn a highly technical purchase into a simple, reassuring experience without losing credibility?

Across all electronics categories, our funnel conversion from ‘preference’ to ‘purchase’ is strongest in the market. We make it extremely easy to buy these categories with us, through journeys people know.  Services like installation for large domestic appliances but also our famous customer service give further reassurance in these high involvement categories. Still after 15 years, this gets new customers to our electronics categories, for example in Domestic Appliances +10% in 2025!

Refurbished is a good example: a thought-through customer journey helps customers easily choose between new & refurbished, and they clearly see what they get. By only working with the best partners in the market, we further build our credibility.

Best Brands are built in the ‘moments after the purchase’. What is Bol.com doing to create loyalty once the box is opened and how do you measure that impact?

Loyalty is something you have to earn, order by order. By ensuring every order is good one, and if still something goes wrong, our customer service is there to fix it.

Besides that, we also leverage customer data in our owned channels. Trigger-based campaigns ensure customers never miss a new release or deal. We also retarget outside of our platform, to ensure people come back to us.

The impact is measured by frequency, the number of orders per active customer for total bol.

The opinion of Francesco Cacamese, Strategic Director at Serviceplan Group Belux

bol.com has revolutionized electronics shopping by making the selection, comparison, and purchasing of tech products straightforward and convenient. The platform's comprehensive inventory and transparent customer reviews have created confidence in online electronics purchasing. bol.com represents the modern shopping experience where consumers have maximum choice, clear information, and reliable delivery. The brand's customer service and return policies have built trust that online electronics retail can be as reliable as physical stores. For tech-savvy consumers and newcomers alike, bol.com has become the natural destination for electronics shopping.