De Bijenkorf wanted to find out what the effect of a brand promotion block is on consumers’ shopping behaviour.

• Understand how shoppers perceive a brand promotion block on product listing pages.
• Discover if the block is seen as valuable or disruptive during online shopping.
• Identify which design elements (e.g. layout, wording, visuals) make the block more effective.
• Explore how to increase the relevance of the brand block to better support the shopping experience.

The team refined the design based on the outcome and implemented the block as a new offering for commercial partners that adds to the overall shopping experience.

The  insights showed that, while reactions varied, the overall experience was positive and not disruptive to the shopping journey:

• The subtle integration of the block helped it feel like a natural extension of the shopping experience, rather than an interruption.
• Some users were intrigued and clicked, especially when the content or brand appealed to them.
• Others ignored it as typical advertising, but it was not perceived as annoying.
• Design choices, wording, and brand relevance made a noticeable difference in engagement.