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STUDY: Evolution Slimming extends digital marketing

By Retail Technology | Monday August 12 2013

Online slimming products retailer builds out digital marketing channels with successful affiliate campaign

Evolution Slimming has created a global affiliate programme to deliver a proportion of web sales and support its multichannel campaigns using the MoreNiche network.

With the UK’s largest selection of slimming and well-being products available on the web, the company has a range of products designed to improve physical health and appearance using cutting edge innovative treatments and high quality herbal ingredients. 

Evolution Slimming had focused primarily on pay per click (PPC) and search engine optimisation (SEO) to market its products in the UK and across Europe, which along with an offline campaign, had been working reasonably well with some good results. 

But in 2010 the company explored other digital marketing avenues, including affiliate marketing, as it expanded its range of products and looked to increase sales online.

Specialist market expertise needed

Evolution Slimming wanted to work with a network that could offer a deep level of insight and understanding in the health and beauty market as well as outstanding customer service and reporting -- requirements that would help the company increase sales and improve return on investment (ROI). 

After an intensive selection process, Evolution Slimming appointed MoreNiche, the specialist affiliate network for the health and beauty market, to target publications, bloggers, voucher code and cashback sites whose audience sits at the core of the retailer's customer base.

Russell Nicholls, Evolution Slimming’s e-commerce director, said: “We knew that affiliate marketing could work well and we needed to ensure that we selected the right network. MoreNiche was chosen because it focuses purely on the health and beauty sector with a network of affiliates who understand our market."

The Evolution Slimming affiliate programme utilises cash back, loyalty and price comparison sites to drive incremental sales and attract new customers. Implementing a cost-per-acquisition (CPA) model, the programme has been particularly successful as affiliates have the added incentive of earning top commission rates from all converting referrals. 

Exceeding conversion expectations

Offers that have run on sites such as Slimmers Digest and MyVoucherCodes, have converted especially well and this flexible approach to the campaign has meant Evolution Slimming is able to reinforce its key messages around highly effective products using quality ingredients that are highly effective and value for money.  

Videos that Evolution Slimming has placed on YouTube have also been converted for affiliate use as an added incentive for the network partners. This means Evolution Slimming can target specific products and contributes towards clickthroughs, sales and ultimately revenue.  

The affiliate programme has lead to a 2,000% growth year-on-year in terms of new customer orders, with a 20% increase in repeat orders. Conversion rates have increased from 1/36 to 1/25 for all traffic and for targeted weight loss traffic MoreNiche has affiliates converting at 1/7.

Nicholls reported: "The affiliate programme has been enormously successful for us and has gone from strength to strength. It has become the highest converting channel for our product range.” 

He added: "Similarly, we have a clear understanding of how the programme is performing through the reporting process and affiliate marketing is now a core part of our e-commerce strategy."

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