December 16, 2011
With consumers increasingly looking for discounts online and flocking to horizontal coupon sites (e.g. ShopatHome and RetailMeNot), vertical coupon sites (e.g. TechBargains), and cashback sites (e.g. Ebates), eBusiness professionals face a new “coupon-driven” shopping normal. As a result, eBusiness professionals are increasingly considering, and reconsidering, the affiliate deal space as a channel for both acquiring and retaining online shoppers.
As stated in my new report, “Optimizing the Affiliate Channel for Deal-Driven Customers,” while some historical questions persist around measuring incrementality, sales crediting, and brand association, affiliate deal sites today now help eBusiness professionals address a growing number of “deal-insistent” customers by offering:
- Advanced targeting capabilities. Today’s affiliate deal sites have modernized to accommodate eBusiness professionals’ higher targeting, tracking, and geographic coverage standards. They now offer sort and search functionality, rich editorial content, exclusive deals, and reach into international markets.
- New means to optimize offers and commission payments. Advanced technology now enables eBusiness professionals to more accurately align commissions with affiliate deal site performance. Affiliate deal sites operating within a broader affiliate network can tie commissions to the quality of the sale and the quantity of margin available.
- New tools to measure incrementality and brand impact. Affiliate deal sites and merchants are working together now to address long-standing issues such as how to test and isolate for non-cannibalizing customers and what impact, if any, couponing and deal offers have on a company’s brand reputation.
To read more about the recent emergence of the affiliate deal site as a new force in a coupon-based shopping model, as well as Forrester’s recommendations for how eBusiness professionals can effectively leverage new opportunities in the space, download the full report here.