Success story: Cuisinart - Grip on assortment and growth via Bol

From vendor restrictions to full marketplace control

Cuisinart, known worldwide for its iconic food processor and innovative kitchen appliances, decided to take the step to marketplaces together with Brandsom. With a clear strategy, optimal content and advertising campaigns, the brand became visible on Bol in a short time.

Business case & Strategy

Cuisinart has been operating as a pioneer in the kitchen appliances industry for over fifty years. Their broad product range, from airfryers and blenders to cookware, knives and barbecues, is available in more than 120 countries worldwide. Yet one challenge remained: in the Benelux, the brand on Bol was sold exclusively through the Vendor model. This limited control over the assortment and the way products were presented.

Together with Brandsom, Cuisinart opted for a direct marketplace strategy. By selling through Bol Partner (Seller), the brand could finally control which products were offered and how they were highlighted with optimal content and advertising. In addition, the possibility of the performance model with revenue share gave confidence in a joint focus on sales.

Goals & Approach

With Brandsom as Bol Gold Partner, the strategy was determined: start with Bol Netherlands and Belgium, later expand to other marketplaces. The integration was set up via ChannelEngine and MarktMentor, so that the complete assortment could be efficiently linked. Advertising campaigns, especially Sponsored Products, were used immediately to increase visibility and accelerate sales.

Implementation

The implementation took place in phases. First, the most important products were listed and optimized for search results and conversion. The emphasis was on strong product titles, compelling bullet points and inspiring images. In parallel, Brandsom started advertising: smart Sponsored Products campaigns that ensured visibility in the right categories.

Important milestones quickly followed:

• The first order through the Seller model.
• The first daily turnover of €1,000.
• A steady sales development that gave confidence in the chosen approach.
  
  

The cooperation went well "With marketplaces, a world opens up for you. If you have to manage that yourself, you spend a lot of time on it. That is why it is important to have a partner who knows exactly what needs to be done," says Roy van der Holt, Sales Manager Benelux at Cuisinart.

Results

Although the partnership is still developing, the first results are promising. Within a few months, Cuisinart was able to establish a stable base on Bol.com, with growing visibility and sales.

The combination of strong content, smart advertising and close cooperation with Brandsom ensured a flying start and a scalable foundation for the future.

"Making the most of the potential of marketplaces is a profession in itself; with Brandsom we have found the ideal partner to completely relieve us of this."
- Roy van der Holt, Sales Manager Benelux

Future plans

The plans for the near future are ambitious. In addition to further expansion of the assortment on Bol Netherlands and Belgium, Cuisinart is investigating the possibilities of becoming active via other marketplaces. In addition, the advertising and retail media strategy will be further expanded, with clear budgets and KPIs per quarter. The goal: to firmly position Cuisinart as the premium brand for kitchen appliances on European marketplaces.