The Silverbean team analysed the situation, looking at potential affiliates to run promotions with, whilst discussing options for campaigns with the Lulu Guinness team. Lulu Guinness is very much a luxury brand, and in order to maintain their exclusive persona it would be detrimental to be seen as discount driven. With this in mind, Silverbean always took great care around the types of promotions and offers which were run, in order to preserve the exclusivity of the brand.
A little look into some of the figures shows how Silverbean’s quick thinking and strategy adjustment ensured that the goals were always top priority, a great example of this is May 2014. Half way through the month, figures via the affiliate program were not quite as positive as we had anticipated them to be. It was essential that we acted quickly, understanding that strong increases in the latter two weeks of May were required, to ensure our goals for the month were achieved.
Mid May figures show the year-on-year figures via the affiliate program were orders up by only 20% and sales were down by 29%