How to use white and grey spots on bol.com to boost your sales!

What are white and grey spots? 

"White spots are products that bol.com customers are looking for, but cannot find on the website. This means that there is consumer demand for a specific product which bol.com is not yet able to satisfy.  

Grey spots are products that are already sold on bol.com, but not with the desired proposition, which leads to a low conversion rate. Examples of these poor propositions are high prices or long delivery times.  

In both cases, bol.com is looking for new or existing partners to fill these white and grey spots with new products or improved propositions. - said Charlotte ter Laak of bol.com. 

White and grey spots lists

The customer journey specialists at bol.com compile the white and grey spot lists based on the search behaviour of consumers. They do this in order to offer their customers the best and most relevant product range. In addition, they want to help partners to be more successful on bol.com. This leads to several lists. We have white spot lists for the Netherlands, Flemish-speaking Belgium and French-speaking Belgium. We also have specialists who make lists for the grey spots.  

Example of a white spot list: 

Charlotte on the above white spot list: "We share different types of white spots. We share brands, product groups but also specific EANs that we want. So in this list you see: the shop, for this example I chose home & living because this is the department I work for. You also see the product group, brand name and what kind of product we are looking for. You can download these Excel sheets from our partner platform. 

How the partner uses these lists depends on his own speciality. If they already sell several brands, I think you should look at the brands. But if you have a lot of private label products, they should look at product group or specific EANs." 

5 tips for getting started with white and grey spots: 

Finally, we asked Charlotte what you have to consider when you want to start filling in the white and grey spots.    

1. Make sure your product information looks slick. Good content improves your conversion. By using the search function in your seller account, you can find the right words to describe your products.
2. Check the guidelines for trademark registration to protect your brand and product. Make sure, for example, that your logo is visible in your product photos.
3. Longer delivery times have a negative effect on your conversion rate. It is therefore important to keep your delivery times as short as possible.
4. It is strongly recommended to sell at a competitive price. Price is a very strong factor in a customer's consideration for a product. Can you not sell the product or brand at a competitive price? Then look at other white or grey spots.
5. Use sponsored products to get your new product range to the first page. This will boost your sales and get you off to a flying start.

Watch the session with Charlotte ter Laak of bol.com below