Retailers should make use of affiliates to help convert shoppers and tackle complex consumer journeys, Rakuten Marketing’s director of client development Alex Cornford has said.
alex cornford rakuten marketing
Speaking at the Drapers Digital Festival today, he explained that for fashion retailers it can take 12.4 touchpoints over seven days to convert a shopper. To help with this, he said the use of affiliates can increase conversion from 2% to 6%.
“Affiliate marketing can help at every stage – they can introduce brands to customers for the first time, or validate purchases, or bring them over the line to make them buy.”
He highlighted China’s Singles Day, which last year saw Alibaba record $17bn (£13bn) of sales, as an example of the opportunities available through affiliates. He said that despite British retailers attracting Chinese traffic, many did not run specific campaigns to target these shoppers during the promotional day. For Singles Day 2017, on 11 November, affiliates will be able to provide offers direct to Chinese shoppers in a format they are used to interacting with, without impacting domestic shoppers.
Before approaching affiliates, he said it was important for retailers to identify their key performance indicators to capitalise on the different types of shoppers each platform can help to target. He also suggested grouping the affiliates used and tailoring communication to these groups to provide a clearer and more valuable message, for example, sending more content-led marketing to influencer sites and offer-based content to those helping to convert.