JD Williams runs a number of catalogue clothing sites appealing to a broad consumer demographic. Websites run by JD Williams include: Ambrose Wilson, Premier Man, Simply Yours and Marisota to name a few.
Campaign Objectives
• To increase sales by 30% from January 2006 to January 2007.
• To reduce the CPA whilst increasing new customer sign-ups with the same budget allocated.
Industry Issues
• Competitive online space with low product margins.
• Difficulty attracting affiliates to the program in light of fierce competition from competing clothing brands.
• Challenges differentiating each catalogue underneath the JD Williams umbrella.
• Lack of transparency with all online media channels and as result sales being mis-allocated.
• Issues tracking new & existing customers.
• Managing Returns, as well as cancelled orders and failed credit checks.
Solution
In July 2007 we increased sales from January 2007 by 115%, this involved:
• Appointment of an account management team with an Account Director, Account Manager & Account Executive.
• Regular promotion of the program on the A4U Forum.
• Weekly conference calls and monthly meetings with dgmAffiliates.
• Encouragement of direct communication between JD Williams & the top affiliates.
• Identifying the market demographics for each catalogue to enable a more targeted approach for promoting them.
• Analysing peaks in sales trends and using this data to implement effective affiliate promotions.
• A Co-ordinated approach with offline marketing activity and the affiliate channel.
As a result of exponential growth and hitting the set objective within the first few months, dgmAffiliates were then set a new objective to reduce the CPA whilst increasing new customer sign-ups with the same budget allocated. Therefore, dgmAffiliates proposed the following solutions to be put in place:
• Multi-channel solution to address tracking & de-duping issues and hence reduce the overall CPA.
• Tracking solution to identify the existing customers from the new customers.
• To integrate web analytics to give increased visibility over the sales channel.
• To increase new customer sign-ups by integrating XML feeds
• To increase brand exposure for all catalogues in the search engines by using dgm recommended PPC affiliates and hence acquire new customers.
Results
• To increase brand exposure for all catalogues in the search engines by using dgm recommended PPC affiliates and hence acquire new customers.
• 115% increase on sales for January 2007 compared to sales for July 2007
Testimonial
“dgm is a key strategic partner in our online marketing strategy, delivering sales mainly through the affiliate channel. We work closely with them to meet objectives by using innovative and bespoke solutions. We have been consistently impressed with dgmAffiliates and in particular their understanding of our business needs and ongoing commitment to meeting our objectives”Dominic Smith
E-Business Development Developer
JD Williams, NBrown
JD Williams case study - download as pdf
