The Office Party
Office is one of those really cool brands that have matured into
one of the UK's most popular footwear retailers with over 80 stores
across the nation. Uninhibited by the creative constraints imposed
by the larger multiples they have always managed to effectively
marry originality to commerciality in both product and store
design.
Before we took on the management of the affiliate programme,
Office seriously doubted its profitability and wanted to close the
channel completely. We asked them to have faith in us, giving us 6
months to turn it around. The first thing was to conduct a
full review and audit of the existing programme to identify the
reasons for the lacklustre performance. From there we created a
detailed strategy to reinvigorate the campaign.
We worked closely with Office to help them better understand how
to integrate the affiliate channel into their existing marketing
mix. We also worked to educate affiliates on Office's unique
selling points and familiarised them with their trading calendar
for the upcoming year.
It was clear that there were affiliate models and key affiliates
missing from the programme too. To solve this problem we brought on
board a second network. This ensured every top affiliates was able
to promote Office regardless of their network preference.
A bespoke recruitment programme quickly identified niche
affiliates that would be best suited to helping drive sales to the
Office site, as well as ensuring that they exploited long-tail
opportunities and increased the brand's share of voice for key
products.
Finally a wide-ranging communication plan was put in place; not
only that, but an affiliate blog, weekly offers and hot picks via
RSS, forum posts & face-to-face meetings were also implemented
to make sure their affiliate performance was as efficient as
possible. And the results speak for themselves.
The results
- 155% year-on-year increase in revenue
- 72% year-on-year increase in average order value
- 168% year-on-year increase in sales
- Quadrupled the number of affiliates in 12 months