Bonmarché Affiliate Program Case Study
The Client
Bonmarché are the UK’s largest value retailer for women over 50. They offer quality clothing, appropriate styling and great value on a wide range of ladies fashion items.
Objectives
Traditionally as a high street retailer, Bonmarché wanted to boost their online channel to appeal to a younger audience than in store and reach their ever growing target market online of women over 50. By maximizing the affiliate channel, they wanted to reach new and existing customers online offering them the best and most exclusive deals.
Strategy
We took over the program in February 2013 and carried out an initial recruitment strategy to build a base of affiliates, focusing on the well-known voucher and cash back sites as well as the long tail affiliates. With a focus on engaging with well-matched affiliates including fashion sites, mummy bloggers and plus size bloggers, we send out regular communications to keep them updated with the program and ensure they were promoting the correct and most recent offers.
We maximise key promotional periods for Bonmarché in line with their online marketing strategy, for example their 20% off bonus days and offers such as £5 off when you spend £25. Alongside this, we focus on creating extra promotional opportunities, offering exclusive voucher codes and carrying out tenancies and promotional packages with cashback and voucher sites. We also recognised the potential for Bonmarché in working with retargetters and they are now working with them directly. In order to make the program attractive as possible, we track and pay commission for assists alongside offering affiliate incentives, to reward our smaller affiliates. We regularly run competitions for our content affiliates to win a voucher to spend at Bonmarché for the best promotion or for driving the most sales.
Results
Bonmarché are extremely pleased with the huge increase in sales they have seen through the affiliate channel and the fantastic YOY growth of the program.
- Revenue increased through the channel by 150% in 2013 compared to 2012
- Revenue increased by a further 180% in 2014 compared to 2013
- Revenue is still increasing…
