Henkel x Bol the Perfect Store achieves sales growth and conversion uplift

Henkel sought high double-digit growth on Bol.com but faced intense competition in the beauty and home care sectors, necessitating increased promotions and advertising. Their large 500+ product portfolio also required careful prioritisation. The overall goal was to increase conversion rates and visibility by 30% of Henkel’s high-potential portfolio to decrease reliance on ads and meet growth targets.

Henkel optimized retail, content, and media for a “flywheel effect”. This included segmenting products (e.g. “High Potentials”) for tailored retail strategies, rewriting “high potential” content with SEO and AI-informed customer feedback. The campaign emphasized that retail and content optimization alone, through portfolio analysis, SEO, content enhancement (including AI tools), and continuous monitoring. The core insight was that optimizing product content through SEO and customer-centric data offered significant untapped potential for organic visibility and conversion for Bol.com, reducing reliance on paid media by improving Henkel’s underperforming existing content.

While a comprehensive retail media strategy, including always-on, pulse and burst campaigns, fuelled Henkel’s growth, this campaign spotlighted the significant impact of our retail and content optimization efforts alone. By isolating these activities from the broader advertising ecosystem, WPP Media / Wavemaker demonstrated the powerful, advertising independent growth potential unlocked for Henkel on Bol.com. This showcased the tangible results achieved through strategic content enhancements and improved retail execution, proving that even without relying solely on paid media, significant gains are possible.