Smaller businesses often have fewer resources than large companies, while their customers are used to the fast, high-level service those bigger players provide. De FilmHallen doesn’t let that hold them back. By drawing inspiration from leisure, travel, and e-commerce, this cinema has developed a successful, retention-focused marketing strategy.

In this session, marketer Julien Staartjes shares successful case studies and demonstrates why it’s essential to look beyond your own industry.

Struggling with emails landing in spam or going unnoticed? In this session, I’ll demystify email deliverability, address your most pressing questions, and provide a practical, actionable checklist to boost your inbox placement. From technical setups to reputation management, you’ll leave with clear steps to ensure your messages reach their intended audience and drive real engagement.

In a highly promotional market, true loyalty is increasingly driven by emotion rather than discounts. On Blue Monday this year, bol set out to prove that genuine appreciation can be a scalable and measurable driver of emotional loyalty.

Instead of relying on price incentives, bol surprised its most loyal customers with a meaningful gift: a free chocolate bar, activated through owned channels and claimed via a dedicated flow. The campaign was designed as an appreciation moment: personal, unexpected, and rooted in making customers feel valued.

To move beyond sentiment and truly understand impact, bol implemented a test‑and‑control measurement framework, tracking engagement, participation, and incremental business results. The outcome was striking. The campaign delivered high engagement, strong customer sentiment, and a clear uplift in business performance, demonstrating that emotional value can translate into tangible results.

This session takes you inside the strategy, creative choices, execution, and measurement behind bol’s Blue Monday appreciation campaign. Attendees will leave with practical insights on building emotional loyalty without discounts, and with proof that kindness, when done right, delivers real impact.