The logistics department of retail tech platform bol.com seemed to have its data science well organized. After all, managing 13 million customers, 36 million products, and 51,000 sales partners requires serious data expertise. However, a new strategic horizon made a solid AI strategy essential. Head of Logistics Strategy, Saskia Scheffers, enlisted Pipple’s expertise to explore AI opportunities, frameworks, and direction for bol.com.
“My department, ‘Logistics Services via bol’, must make significant moves in the coming years to enable bol.com to achieve its goals for 2032. Half a year after setting our new course, we recognized that acceleration was needed. We believed that AI could serve as an effective catalyst.”
Data-Driven Without an AI Framework
At bol.com, we were already consistently data-driven—even within our own division. However, we were not methodically implementing AI. What we lacked was an AI strategy: a framework that outlines which AI applications to focus on, based on their value to our overarching strategic goals, and how to ensure that the organization is capable of supporting them.
Investing in AI
Armed with an AI strategy, we also aimed to pave the way for increased investment in AI within Logistics Services. In many companies, AI is mainly associated with visible applications such as chatbots and image generation. We wanted to emphasize that significant opportunities also lie “under the hood.”
AI Experts with a Passion for Data & AI
We decided to bring in external expertise for knowledge, inspiration, and insights—not one of the usual consulting firms that dabbles in data, but a team with proven AI expertise. That’s how we ended up with Pipple.
During their pitch, there was an immediate connection. The range of use cases that Pipple proposed to investigate perfectly matched the breadth and depth we had envisioned. They also listened carefully, understanding that we needed help not only with the “what” but also with the “how.” The DELTA model they routinely employ for this purpose seemed to be an excellent tool.
I also appreciated how clear it was that they would genuinely enjoy working with us—not to merely showcase our brand (which happens quite often) but because of the nature of the assignment: our challenge truly made their AI passion beat faster.
Market Scan
Pipple examined whether and how other parties were already applying artificial intelligence and machine learning. They also segmented our supply chain into different domains. For each domain, they mapped out the potential of various AI techniques. They compiled all this into an extensive, user-friendly market scan that any colleague can consult. For example, if someone wants to learn more about the technique “supervised and deep learning for inventory management,” there are five use cases provided. A click on a use case directs you to the corresponding source article.
AI Transformation via the DELTA Model
Through workshops, Pipple gathered existing applications and ideas from a wide group of colleagues. To assess our AI readiness, they then, together with my steering group, mapped out our internal AI status along the pillars of the DELTA model. This exercise highlighted what we were already doing well and revealed our biggest hindrance: our own leadership. It sparked valuable, reflective conversations.
Pipple observed that in several promising domains we had engineers in place, but not yet data scientists. They stressed that a leader must fully harness the opportunities that artificial intelligence offers the organization. To leave no opportunity untapped, you need the full spectrum of data and AI.
Strategic AI Implementation
Finally, Pipple developed a concrete plan for our AI strategy. Their approach is to steer us—from a logical series of relatively small but impactful interventions—toward the larger, bolder goals that will truly make a difference to our overall strategy. This approach aligns well with our innovative way of working. Conveniently, the plan also outlines what is needed within bol.com to realize this vision.
Because Pipple conveyed the potential of AI so concretely, the need to deploy it more broadly (even within Logistics Services!) became evident at bol.com, and enthusiasm was ignited. AI is no longer just a “side pet project” but has become a fully-fledged tool that we will now consistently integrate into our policies.
