Prénatal
How Prénatal Expanded to Bol. and Strengthened Its Online Presence
Daniel Dunk
Head of e-Commerce & Marketplaces
“As operating on different marketplaces requires different areas of expertise, we decided to partner with 10XCrew to develop a future-proof strategy. Day-to-day operations are covered by several specialists, so all aspects of this new business are managed effectively.”
THE SITUATION
About Prénatal
Prénatal, founded in 1959, is the largest baby and maternity specialist in the Netherlands, offering a wide range of products for pregnancy, babies, and toddlers for over 60 years.
With 44 stores nationwide, including megastores, city stores, boutiques, and its own webshop, Prénatal focuses on providing excellent service and strives to be a 24/7 go-to destination for parents. In addition to its own brands, Prénatal also offers well-known brands such as Maxi-Cosi, Bugaboo, and Stokke.
Launch on Bol.
Prénatal previously sold products only through its physical stores and webshop. However, selling via marketplaces was seen as a major opportunity to increase brand awareness and sales.
How 10XCREW works with Prénatal
With 44 physical stores across the Netherlands and a well-established webshop, Prénatal sought to expand its reach beyond its traditional channels. Recognizing the growing importance of marketplaces, Prénatal saw an opportunity to drive brand awareness and increase sales through third-party platforms. However, launching and managing a marketplace strategy required specialized expertise, this is where 10XCREW stepped in.
The CHALLENGES
THE STRATEGIES
& SOLUTIONS
Phase 1: Assess
Analyzed all Dutch marketplaces to identify the best fit.
Selected bol. as the primary marketplace due to its audience alignment and growth potential.
Phase 2: Plan
Chose Channel Engine as the integrator for seamless operations.
Implemented logistics via bol.com before transitioning to Prénatal’s own warehouse fulfillment.
Phase 3: Implement
Integrated product listings, stock management, pricing automation, and content optimization.
Strategically curated the product assortment, selecting high-potential focus products.
Phase 4: Execute
Expanded product offerings while optimizing key listings with USP-driven images to boost conversions.
Launched review campaigns and deployed sponsored products ads to enhance rankings and increase paid sales.
Phase 5: Optimize
Established a hybrid team to continuously refine content and advertising strategies.
Improved forecasting, leading to more efficient inventory management and a reduction in out-of-stock issues.
THE RESULT
Revenue growth of 2.2X on bol. from Q1 2021 to Q1 2023.
Prénatal’s 2.2X Growth and Top 3 Rankings
Through a strategic marketplace expansion with 10XCREW, Prénatal achieved 2.2X revenue growth on bol.com between Q1 2021 and Q1 2023, securing Top 3 rankings in highly competitive categories like buggies and car seats and Top 10 placements for key focus products. Additionally, optimized inventory management led to a reduction in stockouts and improved fulfillment efficiency, ensuring a seamless shopping experience for customers.
Top 10 rankings for key focus products.
Page 1 positions in competitive categories like buggies and car seats.
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