STUDY: Crocs grows global affiliate revenue
Friday January 24 2014
Footwear brand increases revenue across 12 European Union countries with dedicated affiliate management
Global footwear brand Crocs has successfully increased its affiliate revenue in each territory where it has implemented a programme since 2010.
This success follows a three-year partnership with Optimus Performance Marketing (OPM), which has seen Crocs expand its performance marketing activity across a range of European Union (EU) countries.
The work carried out by OPM has also helped Crocs to develop its brand with target audiences as well as increase its affiliate revenue across the EU.
Rapid growth pays dividends
When OPM began working with Crocs, the performance marketing company initially took on the footwear company's affiliate activity in six European territories; the UK, France, Germany, Italy, The Netherlands and Spain.
In September of the same year, OPM launched Crocs in the EU with a view to covering the territories without a local affiliate programme or website. This strategy was also implemented in order for OPM to identify specific countries with high traffic and sales that Crocs could target.
As a result of this operation, programmes were launched in Austria and Finland in December 2010, followed by Sweden in April 2011 and Norway in September 2011. After a Polish affiliate programme commenced in May 2012, OPM’s work increased Crocs’ affiliate revenue in the country by 289%, and helped to outperform its entire 2012 revenue by the end of March 2013.
Regional revenue contribution
Andrew Piper, IT director of Crocs in Europe, commented: “The professionalism and hard work implemented by Optimus cannot be quarrelled, and from the beginning of our partnership, it was clear that the team at OPM would be the key element in helping Crocs to increase affiliate awareness and revenue across the EU.
"In turn, we have seen revenue increase by more than 155% in Germany and by 117% in Spain to name just two examples. OMP is helping to drive around 8% of the total online revenue of sales across the whole of the EU.”