John Lewis

Client

Johnlewis.com have run a successful affiliate program with TradeDoubler since November 2001 and whilst this proved a profitable sales channel for johnlewis.com, there was an opportunity for significant growth in 2006 by utilising the affiliate base to reach a wide range of online shoppers.

Objectives

Grow revenues from affiliates over and above natural online revenues

Strategy

Use td Affiliate to increase online sales.

Description

Johnlewis.com had worked closely with the TradeDoubler account management team since the launch of the program which has seen revenue from this channel increase year on year. Key promotions were communicated to affiliates and through them to potential customers.

TradeDoubler and John Lewis devised a commission structure based on product category margins and publisher performance. The structure was set in accordance to competition and encouraged publishers to increase their performance to earn more while remaining competitive for new starters.

To maximise sales it was vital to concentrate on building strong relationships with super publishers. A daily dialogue between TradeDoubler's team and these publishers enabled a partnership to develop where the publishers were given frequent johnlewis.com customer offers along with individual commissions to suit the publisher's marketing model.

Promotional opportunities on the TradeDoubler network were utilised to promote the program and attract new publishers. Publishers from a range of sectors from price comparison and loyalty scheme to washing machine sites were added and optimised individually.

Results

Our TradeDoubler account manager was significant in optimising our affiliate program. We are looking forward to using TradeDoubler's AdTool to provide details of this year's top Christmas gift ideas.

Stuart Lee - Marketing Planning Manager, John Lewis