Client Cases
O'Neill: Online Marketplace strategy and execution
In 2022 I started working on a project basis for O’Neill. As one of the leading beachwear and snowwear brands in Europe, O’Neill was trying to increase their presence on leading marketplaces in Europe, Zalando, AboutYou and Bol.com.
How to ensure we have the right assortment at each platform, with vastly different target groups, but also create campaigns that have the right look and feel for each target audience? In the meantime, ensuring that we use retail media services like Zalando Marketing Services, BRMG (Bol Retail Media Group) and Criteo in the best possible way.
What was our challenge?
O'Neill is a respected and trusted fashion brand for years in both snowwear and beachwear. On the field of online marketplaces however, there was still plenty of ork to do. The assortment wasn't fully online yet, it wasn't suppported by marketing campaigns at the retailers and the content was suboptimal. By closely working together with the Sales Managers, online content team and online marketeers, we managed to hit the ground running at Zalando in 2022. In sixEuropean different countries (DE, UK, FR, IT and ES) we launched the O'Neill Spring Summer assortment
Key results
Together with the entire O'Neill online marketing team, we jointly managed to
- Increase conversion percentage at key retailers like Zalando and Bol with 62% vs previous year
- Boost the Average Order Value with 15% YoY
- We reached 1,5 million potential O'Neill buyers with Zalando Media Services Summer campaign for their new SS22 Beachwear line
- Attracted over 120.000 new to brand customers
O'Neill about working with Bart
'Working with Bart feels like working with a true partner. Committed, driven and always focused on results. His mix of broad experience and sharp specialist knowledge makes him very strong in everything related to commercial and marketing challenges. He separates the signal from the noise in no time and consistently delivers more than you ask for. He’s also genuinely great to work with, honest in his feedback, clear in his communication and someone who quickly gets people on his side to deliver results together.'
​
Ken Fontein (former Online Manager O'Neill)