Beyond Discounts: How bol Builds Emotional Loyalty Through Appreciation Campaigns

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.