Brands in the spotlight

De Bijenkorf is experimenting with brand promotion blocks on their own website, including a so-called ‘brand block’ on product listing pages. But how does this block influence shopping behavior? How is it perceived? Which design elements are effective? What are opportunities to increase the relevance of the brand block? And more importantly: how can we make sure it doesn’t negatively impact the shopping experience?

In a 5hellos session with online shoppers, two variants of the brand block were reviewed. Participants shared what stood out to them, what triggered (or deterred) them, and to what extent the brand block appealed to them while shopping.

Research set-up

The research consisted of one 5hellos session with five online shoppers between the ages of 18 and 45, all with an interest in high-end brands. Prior to the session, participants viewed two designs of the brand block on a product page prototype, and answered five questions about them.

Outcomes

Participants generally experienced the brand block as a positive addition to their shopping experience, as it visually fits well with the page. For some shoppers, the block sparked interest and led to a click thanks to its look and offering. For others, it was recognised as ‘advertising’ and skipped, but without causing irritation. Design, language, and relevance all played an important role in how the block was interpreted. Thanks to its subtle presentation, the block was often perceived as part of the shopping experience rather than a disruption.

"The 5hellos sessions help us truly understand our customers. They give us the opportunity to find the right balance between when the design adds value and when it becomes a distraction."– Hui Ling Fu, Service Designer, De Bijenkorf."

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