“Circular shopping needs to become mainstream”
On 30 March, it will be exactly 25 years since bol opened its digital doors to the public.
When bol launched in 1999 as Bertelsmann Online, e-commerce was still in its infancy. As the sector took off, bol developed rapidly. Its first decades were all about making online shopping easier and saw a rapidly growing range delivered as quickly as possible with post-payment options and easy returns. While bol’s focus remains on their customers, they also want to facilitate better choices for the planet in the coming years. “Climate change is a challenge for our whole society,” says Versteden-Van Duijn. “At bol, we accept our shared responsibility. Our ambition is to significantly reduce the impact of our activities on the planet, precisely because we are aware of the outsized influence we have. A large part of our individual CO2 footprints comes from consumption. Just as we’ve made online shopping easy for our customers, we want to do the same for circular shopping. Circular shopping needs to become mainstream.”
Circular shopping
Bol currently focuses on the journey of a product until the customer receives it. But, the journey doesn’t end there. Products have a life after delivery to the customer, too. In a circular economy, resources are used efficiently and sustainably. As they see it, the future lies in extending the lifecycle of products with as little waste as possible. So bol is working behind the scenes on circular business models that will be introduced in the coming years. “As a large retailer, we don’t just have an opportunity to become more sustainable ourselves,” explains Versteden-van Duijn. “We can create impact throughout our supply chain through the products we offer and the choices our customers make. Bol has a responsibility to act on this, and circular business models have an essential role to play.”
Speeding sustainable consumption
In recent years, bol has taken significant steps to reduce its own impact on the planet through innovations, like more sustainable packaging. For example, they saved almost 2,200 tons of cardboard in 2023 by shipping items, which have their own secure packaging, without the familiar bol blue box. Their logistics partners are also working to make delivery more sustainable through smart routing, electric vehicles, and bicycle delivery. In 2023, bol received ‘B Corp’ certification for meeting verified high standards for social and environmental impact. Bol aims to help its customers make more conscious choices, too. More than 1.7 million items on offer are clearly labeled with an Earth icon to indicate an advantage over comparable products, based on specific sustainability requirements. These can be items made from recycled materials or ingredients that are less harmful to the environment, products that are Fairtrade certified, or energy-saving appliances, for example. The recently launched bol Climate Hub also helps their suppliers reduce CO2 emissions with information, instructional videos, and useful tips.
Promoting an inclusive society
As “the store for all of us”, bol is aware of its impact and responsibility. Versteden-van Duijn approaches inclusivity from a very personal angle. From the earliest steps in her career, she has championed equal opportunities that transcend gender, cultural background, and socio-economic differences. “I want to contribute to a society where our so-called differences don’t have any role to play,” says Versteden-van Duijn. Her vision is clear: to provide a workplace where everyone can be true to themself at work. Under her leadership, bol strives to be a role model for an inclusive society with equal opportunities, both within and beyond the walls of the organization. Their STEM scholarship program, for example, provides assistance to young people, with an emphasis on women, who may lack access to science, technology, engineering, and math studies. The company also provides leave for gender transition and develops marketing campaigns with themes, like gender balance and neurodiversity, that challenge common stereotypes. “We still have a way to go,” admits Versteden-van Duijn, “but we’re working hard to do better every day.”