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2. Clients of Schaaf-PartnerCentric understand the value of new vs.returning
customers, and we’ve had success in working to ensure that our clients’
programs are aligned to reward those publishers who attract new
customers to the brands they promote.
In 2012 client PoolProducts.com launched a new
commission structure offering more (10%) for publishers
driving new customers and less (6%) for publishers driving
returning customers. The results: of 2,538 orders, 1,460 (58%)
came from new customers.
Quidsi brands offers coupons designed for new customer
acquisition. The client also extends new customer offers
on the home page. One of the brands, Wag.com, offers
15% off your first order for new customers.
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3. In August 2013, client Cost Plus World Market opened a
program on Impact Radius with a new payout structure.
Instead of working with one program term (such as a 4% commission rate
on all sales) they decided to break it up into six different terms. When they
opened their new CJ program in Sept. 2013, they followed the same
guidelines and created six different terms:
Guest purchase - new customer
Guest purchase - return customer
Registered purchase - new customer
Registered purchase - return customer
Mobile purchase - new customer
Mobile purchase - return customer
Currently, the rates for all six terms are the same. The client wants to
review the data in 2014.
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4. Client Plum District pays out a different rate based on new vs.
returning customers. They made this change last October
because they were extremely focused on getting more new
customers. It helped us secure placements and try and do more
with the affiliates who were driving a large amount of new customers.
Says affiliate manager Julie Stepkowski: “We tell the affiliate: ‘You do a great
job driving new customer purchases for the Plum District program, which
is exactly what Plum District is looking for. Is it possible to secure
additional placement on your site or newsletter in order to continuing
driving a high number of new customer sales?’”
As soon as the affiliate knew that they drove a high amount of new
customer sales and that this earned them more money, they were willing
to give us more placements.
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