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Crave Maternity Case Study

Crave Maternity Case Study

Crave Maternity Ltd are a multi channel retailer and specialise in the design, manufacture and retail of their own brand of high quality maternity clothing.

Crave came to TrafficSource for Internet marketing in 2007 after a successful period of consultancy which included analysing their competitors and analytical data to increase conversion rate, customer journey experience and average order value. The directors of Crave explained they had left the affiliate network to run the programme on a supported basis over the first 18 months with results below expectations and business plan. Crave had limited staff resource to run a successful affiliate channel and talk with affiliates each day. They also knew most affiliates are part time and worked alongside their full time commitments during the day and felt unable to communicate with affiliates when it suited them, normally after 6pm in the evening.

Crave turned to TrafficSource and we started the process of redefining the affiliate programme by changing the commission structure, rewriting the terms and conditions and re-launching the programme to affiliates. TrafficSource then set about daily management and implemented affiliate communication strategies. In the first 9 months of working on this project TrafficSource increased sales by over 700%.

Since then TrafficSource sends out weekly newsletters to affiliates, posts weekly communications to all the affiliate forums as well as Twitter, FaceBook, 30 other social media sites and over 200 blogs and directories. You can see examples of this communication in the merchant blog – http://www.trafficsource.co.uk/category/blog/merchants/crave-maternity/

Trafficsource also interacts with affiliates on a daily basis, closely works with all affiliates with 1-2-1 communication and meets with affiliates to discuss promotions and placement opportunities. As part of the TrafficSource commitment to merchants, TrafficSource is available to speak with affiliates until 12am each day.

Crave Maternity’s affiliate programme is supported by the network and 3 members of the TrafficSource team.

Overall the affiliate channel sales have continued to grow year on year with ROI at 600% plus each month. Crave Maternity have increased the partnership with TrafficSource and since 2008 TrafficSource have been managing their PPC campaigns on Google, Yahoo and Bing (Formally MSN) and running their Search engine optimisation or SEO projects.

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TrafficSource increased sales via affiliates over the important Christmas season by over 59% from the year before. In the following peak season TrafficSource increased sales by 83%.

Harbir Padda
Menkind Stores Ltd

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