DÉVELOPPEZ VOTRE PROGRAMME D'AFFILIATION À L’INTERNATIONALOwen Hewitson, Client Strategist, Affiliate Window et buy.at

E-Commerce Paris – 13 Septembre 2011

UK’S LEADING

AFFILIATE NETWORK

Established2000

1300merchants

Over

75kaffiliates

200staff

€1.74bn

OVERVIEW OF THE UK MARKET

Affiliate marketing now a £5bn industry in the UK

Experienced 12% growth from 2009-2010

Accounts for 8% of all online sales in the UK

+90% of programmes run via an affiliate network

10-15% of programmes are managed by an agency

‘True’ content affiliates are the most common, but incentivised traffic generates the most revenue

Vast majority of brands have large and mature programmes

?

2004 2005 2006 2007 2008 2009 2010 2011

KEYS TO SUCCESS IN THE UK:

1. BE PREPARED TO TREAT PUBLISHERS AS BRANDS

1 eBay UK

2 Amazon UK

3 Argos

4 Play.com

5 eBay

6 Tesco

7 Amazon.com

8 Next

9 Your M&S

10 Gumtree

11 John Lewis

12 Groupon UK

13 Tesco Direct

14 HotUKDeals

15 New Look

16 ASOS

17 eBay Motors UK

18 MoneySavingExpert.com

19 Debenhams

20 MoneySavingExpert.com Forums

21 B&Q

22 Apple United Kingdom

23 Topshop.com

24 Best-Price.com UK

25 River Island

26 Shopzilla UK

27 Sainsbury's

28 Ticketmaster United Kingdom

29 Tesco Superstore

30 IKEA

31 LoveFilm.com

32 ASDA

33 SupaPrice

34 Currys

35 Apple Store

36 Boots

37 HMV.com

38 Littlewoods.com

39 ASDA Direct

40 Preloved

41 Comet

42 Homebase

43 GAME

44 Shopping.com UK

45 LowPriceShopper.co.uk

46 QVC UK

47 House of Fraser

48 ScrewFix.com

49 Ciao! UK

50 Very.co.uk

51 PC World

52 MyVoucherCodes.co.uk

53 Halfords

54 VoucherCodes.co.uk

55 ASDA Groceries Online

56 eBay UK Mobile

57 Etsy

58 Wickes

59 Sportsdirect.com

60 Dorothy Perkins

61 O2 Shop

62 Dell

63 Sainsbury's Online Groceries

64 Quidco

65 Optical Express

66 HP

67 See

68 Belfast Gumtree

69 TopCashBack

70 Matalan

71 Review Centre

72 MandmDirect.com

73 mothercare

74 Dell EMEA

75 Kelkoo Shopping UK

76 The Carphone Warehouse

77 Alibaba.com

78 Bhs

79 Apple iPod & iTunes

80 DiscountVouchers.co.uk

81 Bizrate UK

82 Twenga UK

83 Maplin Electronics

84 Which?

85 H&M

86 Orange Shop

87 KGB Deals London

88 Boden

89 Republic

90 George at ASDA

91 Tesco Clubcard

92 dooyoo UK & Ireland

93 Glasgow Gumtree

94 T-Mobile UK Mobile Phone Shop

95 Toys R Us - UK

96 NexTag UK

97 boohoo.com

98 Amazon Seller Central

99 JD Sports

100 VistaPrint.co.uk

KEYS TO SUCCESS IN THE UK:

2. AWARDING COMMISSION ON VALUE, NOT JUST VOLUME

Sales volume

Customer persistency

Retention rateType of product sold

Latency rate

New or existing customer

Average order value

KEYS TO SUCCESS IN THE UK:

3. RE-CATEGORISE YOUR AFFILIATES TO MOBILISE THE LONG TAIL

Review Maintain / Grow

Review / Remove Grow

244

22

3

3

2

2

2

5

3

3

8

1

15353 5

7

1

1

5

414

3

11

10

18215

5

High Volume Sales

Low Volume Sales

Weak Brand Fit Strong Brand Fit

KEYS TO SUCCESS IN THE UK:

4. UNDERSTAND THE CUSTOMER’S PATH TO PURCHASE

Price Comparison

Paid Search

Voucher and

Content sites

Loyalty, reward and cashback

Around 80% of affiliate sales are single interactionLoyalty, reward and cashback stand alone

RISKS AND PITFALLS OF OPERATING IN THE UK

Legislation and Regulation

Advocacy vs Compliance

Plurality vs Control

NEW AND EMERGING OPPORTUNITIES: THE GROWING IMPORTANCE OF MOBILE

• Exclusive 10% off via Vouchercloud app• Redeemed at point of sale in store• Tracked into the Debenhams’ database• Attributed to affiliate channel

• Affiliates drove 43% of total sales• Majority (57%) redeemed in store• 70% were new customers

RESULTS