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Menkind Affiliate Management Case Study

Menkind Affiliate Management Case Study

Menkind Stores Ltd was founded in 2001 to provide an interesting and complete choice of gifts and gadgets for men. Menkind are a multi channel retailer and trades from an eCommerce store, catalogues, over the telephone and via 22 retail stores throughout the UK.

Menkind came to TrafficSource in 2008 as sales from the affiliate channel were not meeting the boards expectations. Menkind decided they needed to work with a successful affiliate agency to ramp up sales, drive recruitment of new affiliates and increase brand penetration in the competitive gift & gadget market. Like with many other companies TrafficSource works with, the affiliate network was working on a supported only basis and not responsible for the day to day running of the affiliate channel.

TrafficSource quickly understood the Menkind business and its competitors and consulted about changing the affiliate structure and commission plan. Commissions were changed and brought into line to reflect the cost per acquisition target of the company and an overall recruitment and communications strategy was put into place.

Following on from the initial re-launch of the Menkind affiliate channel, TrafficSource spoke with a number of super affiliates and negotiated top level exposure to market the brand and products of Menkind to their visitors and email subscribers.

Ongoing daily management involves communicating with affiliates via the telephone, chat, email, social media and RSS. In addition TrafficSource sends out weekly newsletters and includes updates on the industry forum – to affiliates. TrafficSource meets with Menkind’s top affiliates to secure placement opportunities with the view of increasing the Menkind brand with consumers.

Samples of our newsletters can be found here.

In the first few short months of working on the Menkind Affiliate project , 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%. At this point in writing, TrafficSource has increased monthly revenue year on year for the last 14 months in a row. Overall active affiliate numbers have grown by over 5 fold since we started our affiliate management service contract with Menkind.


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