Luxury Affiliate Marketing Guide
•
5 likes•2,733 views
Luxury Marketing is often seen as behind the times within digital and affiliate marketing specifically, but now with an influx of bloggers and content sites being thrown into the marketing mix, alongside increasing confidence in the channel means that luxury businesses are not only embracing affiliates but potentially leading the way.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Luxury Affiliate Marketing Guide
Similar to Luxury Affiliate Marketing Guide (20)
More from 7thingsmedia
More from 7thingsmedia (11)
Recently uploaded
Recently uploaded (20)
Luxury Affiliate Marketing Guide
- 2. • What is Luxury Affiliate Marketing • The Luxury Consumer • The Evolution of Affiliate Marketing • The Luxury Affiliate Marketing Paradox • Managing a luxury affiliate programme @7thingsmedia AGENDA
- 3. WHAT IS LUXURY & FASHION?
- 4. “something that is considered an indulgence rather than a necessity”
- 5. “the latest style of clothing, hair, decoration, or behaviour.”
- 6. “10.7 billion pounds is spent on fashion online in the UK and a huge proportion is due to the luxury fashion industry”
- 14. THEY ARE GETTING YOUNGER…..
- 15. THEY EARN LESS THAN YOU THINK…..
- 17. MALE SHOPPING IS BOOMING…..
- 18. 1 IN 5 LUXURY PURCHASES HAPPEN ONLINE SOURCE: GOOGLE – HOW AFFLUENT SHOPPERS BUY ONLINE
- 19. 100% OF LUXURY CONSUMERS HAVE A MOBILE SOURCE: MCKINSEY
- 20. 75% CONSUMERS JUGGLE MORE THAN 1 DEVICE SOURCE: MCKINSEY
- 21. LUXURY CONSUMERS EXPECT A MOBILE SITE OR APP SOURCE: FORRESTER RESEARCH/GOOGLE
- 22. 85% OF LUXURY CONSUMERS USE SOCIAL MEDIA SOURCE: MCKINSEY
- 23. 2/3 GENERATE CONTENT AT LEAST ONCE PER MONTH SOURCE: MCKINSEY
- 24. FOR EVERY BRAND POST – THERE ARE ON AVERAGE 10,000 CONSUMER POSTS SOURCE: MCKINSEY
- 26. CONTENT (WAS AND) IS KING
- 27. WHO ARE THE AFFILIATES?
- 28. VOUCHERS HAVE GROWN UP
- 31. THE LUXURY AFFILIATE MARKETING PARADOX
- 32. “Affiliate marketing is dead” “Luxury customers don’t use loyalty sites” “Vouchers cheapen my brand” “Luxury customers don’t care about deals” “Black Friday is for discount brands” “Bloggers don’t work on a CPA” “I will lose control of my brand with affiliates” “Affiliates don’t care about brand identify” “Affiliates steal the last click”
- 34. HOW TO MANAGE A LUXURY AFFILIATE MARKETING PROGRAMME
- 35. CONTROL OF CONTENT • Ensure you have very clear content guidelines for your agency, affiliate networks and publishers – Board-level approval of what an affiliate is – What creative can be used for affiliates? – Can creative be amended? – Can you create bespoke creative? – Have you provided brand guidelines on typography? • Be flexible within reason • Regularly audit
- 36. VOUCHER, LOYALTY & CASHBACK • If you have reservations, explore the reasons why and any workarounds • Vouchers don’t need to be price reductions • Have clear guidelines in place for voucher usage/ invest in a management solution • Don’t miss out on where your consumers are based on your preconceptions • Have you openly reviewed the effectiveness of voucher/cash back publishers?
- 37. SET A REALISTIC BUDGET • Affiliate marketing is not “no win, no fee” – Agency to manage the programme – Network to do the tracking • Affiliates are not just CPA • Have you budgeted for product feeds? • Be prepared to invest in additional creative and technical costs • Have a budget for affiliate events, competition prizes & collateral
- 38. SUMMARY • Luxury & fashion affiliate marketing is happening…if you are not doing it, you are already losing out • Luxury consumers are savvy, switched on and impulsive – take advantage of their behaviours • Carefully select an agency, network and publishers that compliment your affiliate objectives
- 39. Sandra McDill Chief Digital Officer - 7thingsmedia sandra.mcdill@7thingsmedia.com 0207 017 3196 PS. This presentation is on your USB stick in your bag THANK YOU
- 40. fin.Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2016 7thingsmedia LTD.
Editor's Notes
- 10.7 billion pounds is spent on fashion online in the UK and a huge proportion is due to the luxury fashion industry
- Its not the sexy side of online commerce, but according to mckinsey, 75% of luxury consumers care about the returns policy, coming out as the most important factor. 73% said free shipping was most important – interesting when considering only 48% were interested in price
- Deloitte luxury consumption report suggests that millenials are 3x times more likely to be driven by “trend” than older consumers.
- In the millenials catergory I mentioned before, Deloitte suggest its over half in the under 35s
- Mkinsey suggest that across the world 95% of luxury shoppers have a smartphone, with 100% penetration in some markets. 75% CONSUMERS JUGGLE MORE THAN 1 DEVICE Forrester research a year ago suggest most luxury consumers expect retailers to have mobile website or app - However in Jan 2016 only half do.
- Mkinsey suggest that across the world 95% of luxury shoppers have a smartphone, with 100% penetration in some markets. 75% CONSUMERS JUGGLE MORE THAN 1 DEVICE Forrester research a year ago suggest most luxury consumers expect retailers to have mobile website or app - However in Jan 2016 only half do.
- Forrester research a year ago suggest most luxury consumers expect retailers to have mobile website or app - However in Jan 2016 only half do.
- 25% USE IT DAILY
- 15% ON A DAILY BASIS
- Begging the question, who is really telling the brand story, the brand or the consumers?
- Black Friday and Cyber Monday marked the highest and 2nd highest sales days on record for Yoox NET-A-PORTER Record breaking sales for Yoox NET-A-PORTER with: 1 order every 1.4 seconds 1 item sold each second The most expensive item sold was priced at $27,307 My personal favourite: Saint Laurent mini-dress for $14,943
- It is a myth that luxury consumers don’t use loyalty, cashback and voucher sites. All consumers do – in fact a number of those sites know that they have a high number of affluent, savvy consumers Ted Baker cashback effectiveness review – 86% of sales from Quidco were new customers with a higher AOV
- sandra