Burton moves towards omnichannel approach
By Retail Technology | Friday October 11 2013
Men's fashion brand updates affiliate marketing strategy to drive new brand exposure and incremental sales online
Men's fashion brand Burton recently launched an initiative across its performance advertising channel to empower customers to purchase in a seamless and convenient way, whether online, instore or via mobile.
It was eager to enable consumers to choose where they would like to purchase. By providing two publishers with exclusive voucher codes entitling customers to 25% off their purchase (irrespective of where they purchased), they were able to increase brand exposure as well as footfall to their stores.
By providing customers with the choice of channels to purchase from, they saw some impressive results – online, through mobile and in Burton stores. With the increased exposure given across the publishers sites, Burton saw a significant increase in activity. Affiliate traffic increased by 260% on the previous week while the offer also converted exceptionally well at 14.5% click to sale.
Building awareness of brand evolution
"The affiliate channel is important to Burton because we’re keen on getting more eyes on the Burton brand so customers realise the evolution of the brand. Partnering with our affiliates while running our 25% off event creates the opportunity to reach potential customers; once they arrive on site conversions are great!" commented Charlotte Heleine, Burton e-commerce marketing manager.
During the week-long promotion, Burton also increased sales by 395% online and via mobile devices through the performance channel. In addition to this, an integrated approach saw it generate an additional £55,000 in revenue from in store purchases. The promotion also had a positive impact on average order values (AOV) both instore and online. Prior to the offer being run, AOV in store stood at £25. During the promotional period this increased to £27.48. The affiliate channel also saw increased AOV online compared to Burton’s other online channels, with an average order value of £50 through affiliates versus £47 for other channels.
"We run this event several times a year to drive customers in store to drive trade and share our newness for the season – offering the promotion through affiliates lets us share our brand with new audiences,” added Jonathan Greeno, Burton offline marketing manager.
Updating store redemption processes
Adopting an omnichannel approach has seen Burton install functionality instore to ensure all sales generated through these publishers track in real time to monitor the effectiveness of the promotion. This enabled a smooth transaction process and ensured the correct partner was rewarded for the sales generated instore.
By providing consumers with the choice and convenience of where to purchase, Burton has successfully employed the performance channel to increase sales and drive additional revenue.
