Bol.com: mobile shoppers are no different from web customers

Webwinkel bol.com realizes millions of euros in sales via mobile phones and tablets. Although mobile carriers are used in other contexts than PCs, the company sees no essentially different buying behavior. "We see a strong increase in mobile traffic, both via tablets and our mobile site m.bol.com, " says marketing director Michel Schaeffer

Webwinkel bol.com realizes millions of euros in sales via mobile phones and tablets. Although mobile carriers are used in other contexts than PCs, the company sees no essentially different buying behavior.

"We see a strong increase in mobile traffic, both via tablets and our mobile site m.bol.com, " says marketing director Michel Schaeffer. "However, consumers do not behave differently on the tablet than they would otherwise. The conversions are equivalent to sales made via a desktop or laptop. "

He does notice a trend on m.bol.com. There the conversions are slightly lower. Visitors to that site only do price comparisons and like to read reviews. These are likely to be ambulatory customers, people who are at or in a store and want to compare the physical offer there with the information at bol.com.

Schaeffer is confident about how much turnover the company realizes via the mobile channel. Ho keeps it on 'percentages of sales'. Since the company had a turnover of 318 million euros last year, mobile trade is likely to exceed ten million euros.

About the future: "We are busy with open APIs. Third programmers can use our information to create mobile apps, for example for apps to scan products in stores ", because of price comparisons.