Attracted by the benefits of an agency model and having achieved fantastic results with our SEO service, Dormeo tasked us with migrating and managing their affiliate programme, which was being run on an affiliate network. They were keen to move away from discount sites so that they could focus on pushing product quality and achieve a higher return on investment.
We successfully completed the migration without any revenue loss and went on to deliver 2,736% return on investment from January to August 2019. This is all while reducing the number of voucher codes on the campaign by more than half.
The first step was reviewing existing partnerships so that we could exclude low-quality affiliates and determine what was working well.
We then migrated the programme from the network, which was limiting opportunities, to a leading affiliate technology provider. As well as opening doors to more partners, this would allow us to capture more data and fine-tune commission structures, so that we could maximise the profitability of partnerships.
Another priority was implementing a product feed, so that Dormeo could work with comparison sites. The ability to maintain control over descriptions, specifications and imagery used by external sites via the feed made it a particularly attractive proposition, as it would ensure product messaging would be kept consistent and on-brand.
We have worked closely alongside the client’s ecommerce team throughout the campaign to ensure affiliate activity complements wider marketing objectives. As part of the goal to reduce reliance on discounting and maximise PR benefits, we have focussed on content-based opportunities that allow us to share product quality messaging.
However, in order to maximise new customer acquisition — far more important than retention when it comes to mattresses — we have worked with a variety of affiliates to cover all touchpoints of the pre-purchase customer journey.