Littlewoods hands affiliate activity to buy.at

Littlewoods Shop Direct Group is consolidating its affiliate marketing activity with buy.at, the UK's largest independent affiliate network.

The move follows a review of existing networks with the aim of improving economies of scale and increasing online sales for the leading retailer.

Buy.at has been appointed following a pitch on a two-year exclusive contract.

The UK's leading online and home shopping retailer, Littlewoods Shop Direct has worked with buy.at since 2004 to increase sales at Littlewoods, LX, Kays, Great Universal, Additions Direct, Abound, Choice, Innovations and Marshall Ward.

The site has 85,000 product lines from furniture, white goods and electricals to clothes for men, women and children.

Outfits from major brands such as Diesel, Morgan and French Connection are featured as well as swimwear, lingerie, sportswear, bridalwear, shoes and the new ranges from Trinny and Susannah.

Buy.at will manage a combination of SEO and PPC affiliates, content site, comparison and loyalty site affiliates to increase sales for Littlewoods Shop Direct Group.

The affiliates will be paid commission of six per cent for each sale they secure and can use buy.at's ContentEngine technology to ensure their sites are kept up-to-date with all the latest offers from Littlewoods using a product feed.

Buy.at's HeadlineOffers can be used to promote the top offers, sales items and seasonal products.

Both use JavaScript, XML and server side languages such as PHP to deliver a dynamic feed of creative into content units on affiliate sites.

Sales will be tracked and analysed using buy.at campaign analytics.

A spokesperson for Littlewoods Shop Direct Group said: "Affiliate marketing is key to our plan to double our online sales to GBP750 million in the next three years.

"We wanted to consolidate our activity onto one affiliate network to have greater visibility of how each product and affiliate is performing and increase efficiencies using one management area and reporting system, rather than duplicating effort.

"We selected buy.at because they have performed well on the account over the past three years and have developed technology that will help us increase sales and track activity".

Kevin Cornils, CEO of buy.at, commented: "Forward-thinking clients like Littlewoods are looking for ways to increase the effectiveness of their affiliate marketing programmes, which includes optimising in-house resource and using the latest technology to increase online sales.

"As the leading online retailer in the UK, Littlewoods has a vast product range, so solutions such as good creative, product feeds to target specific affiliates with specific products, and HeadlineOffers to highlight popular products, encourage affiliates to grow their activity.

"We also keep affiliates informed of other marketing initiatives such as the new Trinny and Susannah advertising campaign, which they can use to drive more sales".

Cornils concluded: "Buy.at has a good working relationship with the team at Littlewoods Shop Direct Group and a good understanding of their business so are well-placed to drive more sales through the channel and support them with their aggressive growth targets".

All the activity will be tracked and analysed using buy.at's management area, which shows overall activity as well as detail such as sales per region, per affiliate or per product.

Buy.at will manage and develop affiliates on the programme to keep them informed about the products and offers, ensure they adhere to Littlewood's strict brand guidelines and support them in driving more sales.

Affiliates can monitor specific KPIs, such as Earnings-Per-Click, using buy.at's desktop widgets.

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