As one of our confirmed attendees for The Science Behind Ecommerce, we speak to Cameron Rooney, Affiliate Marketing Executive at Superdry about how the events agenda will help develop their affiliate programme and how a little bit of brand research goes a long way.
We’re pleased to see that Superdry will be attending The Science Behind Ecommerce, what are your first impressions of our new event?
It sounds amazing! Each year we attend Awin events and find it useful to meet with the publishers. However, The Science Behind Ecommerce provides a lot more time for networking with the event running for the full day. The debates and sessions on the industry also sound interesting and we’ll no doubt definitely pick up a few tips and tricks.
The Science Behind Ecommerce includes a talk on Internationalisation, as a global advertiser what are you hoping to take away from this session?
Internationalisation is a big talking point in the office – we’ve got 18 domains with more on the way. We’ve spent the past year making our international affiliate programmes more localised to each market so it’ll be interesting to hear if there are any other insights we can apply to localise further.
Rethinking your Fashion Programme is another exciting talk on the day, which considers other metrics to measure performance. With Superdry currently tracking via two commission groups, what is your view on varied payment models?
We currently run the commission groups “New” and “Existing”. On top of this we also support assist payments, CPC campaigns, tenancy payments and have partaken in other ad-hoc payment models such as Rev Share collaborations. It’s important to find the right payment model for the publisher to ensure that the partnership is reaching its full potential.
How has the Awin platform helped grow Superdry’s affiliate presence?
We’ve worked with Awin for a number of years now and have always been impressed with the level of account management. Our account manager has helped grow the programme hugely by sourcing placements and providing advice on exposure. We also receive regular tracking on partners that we can recruit and optimise. We recently ran the “Advertiser of the Month” placement across the network where we offered prizes in return for exposure of our SS17 Collection – there were so many great content pieces created that we wouldn’t have gained without this high visibility placement on Awin.
What is the biggest focus for the Superdry programme throughout Q2 and going into Q3?
We’re continuing to test new placements and trial new partnerships over Q2 and Q3. As with many fashion retailers, we see a huge peak during Q4 so the results over the next two quarters will dictate where we invest budget during those key months.
We also have a really exciting content campaign coming up this summer….watch this space.
If publishers want to chat to you at the The Science Behind Ecommerce, what’s a good conversation starter?
Do some research beforehand on Superdry – it’s so much better to speak to partners who understand the brand and where it’s heading. Use some of this research to open the conversation to really show us that you’re interested in developing a long-term partnership.
If you haven't registered for The Science Behind Ecommerce yet, you can get your tickets here.