Laying the foundations
Before making any big decisions, we carried out a full audit of the brand’s existing UK affiliate partner programme. The transition to a multi-country channel called for a number of strategic changes; we approached the transition tactically so we could set our sights on long-term success, not just quick wins.
Consolidating networks & fees
Our first move was to migrate all UK partners from two networks to one, which created a more streamlined approach and enabled us to take advantage of our gold level partner status with one of the UK’s leading affiliate networks. During the migration, we renegotiated all existing network contracts to reduce the override paid, and established network SLAs to be followed going forward.
Keeping CPA under control
The commission structure also needed attention. The average cost per acquisition (CPA) sat at 9-15% – far too high – and was eating into product margins. By taking a critical approach to partner performance, we introduced some restrictions on the CPA to ensure the brand was not overpaying. This set the right foundations for global market expansion; we set boundaries with an established affiliate network to CPA, which served as a strong basis for the programme’s launch in nine new territories.
With a solid programme foundation built, we added Germany, France, Spain, Italy, Sweden, Denmark, Portugal, Ireland, Belgium and the Netherlands to our management remit. As part of the global expansion, we worked closely with the merchandising teams in each territory to gain a better understanding of business needs and how the affiliate channel could support.
We ran exclusive promotions on high stock products, supported end of season sale (EOSS) launches in all countries, launched seasonal promotions including Cyber Week, Christmas Countdown and more. Team Silverbean also introduced leading partners in each market to ensure a strong mix of order active partners by utilising our 3 As approach: Acquire, Activate & Amplify partners.