Initial activity results in exclusive account win

ASDA is consolidating its retail affiliate marketing activity onto buy.at. The decision follows a review period where buy.at was tested alongside ASDA’s incumbent network.

The affiliate marketing activity aims to increase sales at www.asda.co.uk while increasing economies of scale. It spans a range of ASDA’s vertical sectors including electricals, books and DVDs and mobile telephones as well as groceries. Sales will be tracked and analysed through buy.at’s management area with variable commissions paid to the affiliates for each sale.

Chris Dalrymple, Online Marketing Manager at ASDA explains, ‘We wanted to review activity and test another network before consolidating onto just one affiliate network. We have been impressed by buy.at’s proactive account management and innovative technology which integrates well and extends our reach to new affiliates which delivered an increase in incremental sales during the test period. They have excellent relationships across a range of sectors and we plan to increase the programme to include more verticals such as ASDA travel.’

Kevin Cornils, CEO of buy.at, adds, ‘ASDA is renowned for offering good value so affiliates will be able to drive a volume of traffic and sales. The supermarket has been receptive to new ideas such as our social networking application, twinning verticals, brand generic PPC affiliates and consumer voucher codes. We aim to increase communication between ASDA and affiliates and keep them informed of promotional activity and other marketing initiatives that will increase demand.’

buy.at will manage a combination of PPC and SEO affiliates, comparison, community and affinity sites to increase sales for ASDA. Content affiliates can use buy.at’s ContentEngine technology to ensure their sites are kept up-to-date with all the latest offers from ASDA using a product feed. buy.at’s HeadlineOffers can be used to promote the top offers from ASDA including sales items and seasonal products, as well as buy.at’s social networking application, currently live on WAYN, which enables consumers to create customisable webshops featuring products from ASDA. These widgets use JavaScript, XML and server side languages such as PHP to deliver a dynamic feed of creative into content units on affiliate sites.

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 ASDA’s brand guidelines and support them in driving more sales. The affiliates can monitor specific KPIs, such as Earnings-Per-Click, using buy.at’s desktop widgets and campaign analytics.

ASDA is running a comprehensive value-led marketing campaign currently, with its price leadership position endorsed by independent web-based price checker www.mysupermarket.co.uk, and industry trade magazine The Grocer. Last year, it was voted Britain's Lowest Price Supermarket for the tenth year running.

The news follows research from E-consultancy, sponsored by buy.at, which revealed that 71 per cent of retailers plan to increase investment in affiliate marketing over next two years and 95 per cent of retailers said they consider affiliate marketing to be ‘very’ or ‘quite’ cost effective. The research showed that retail companies spend an average of 19 per cent of their online budget on affiliate marketing, which is one per cent above the average of 18 per cent across all industries.

Full copies of the report are available from buy.at or to-consultancy subscribers, or on a pay-per-view basis, at

http://www.e-consultancy.com/publications/affiliate-marketing-merchants-report-2007/

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About ASDA

ASDA has 327 stores, 24 depots, 11 George stores and 14 ASDA Living stores across the UK and Northern Ireland

About buy.at

Established in 2002, buy.at drives online sales growth for 250 of the biggest brands across all sectors through its leading network of 9,000 good quality affiliates, supported by industry leading commercial and technical innovations. A pioneer of the open network, buy.at encourages merchants (advertisers) and affiliates (publishers) to communicate directly, to ensure the success of affiliate programmes.

Clients include Butlins, Carphone Warehouse, Capital One, Egg, John Lewis, M&S, Powergen, T-Mobile and Virgin Media. Each client benefits from a customised package of industry leading commercial and technical innovations, supported by a proactive account management team of marketing and technical experts.

buy.at has experienced 250% growth in turnover year-on-year since 2004. In March 2006, buy.at secured its future growth following a £7.3 million investment from DFJ Esprit. Bruce McLaren was appointed Chairman and former match.com MD Kevin Cornils was recruited as CEO. In September 2007was named as the UK’s 9th fastest growing technology company in The Sunday Times TechTrack and launched the network in the US with an office New York.

In February, 2008 buy.at was acquired by AOL. The network operates as a wholly-owned business unit of Advertising.com, part of AOL’s Platform-A organization, to serve merchant and advertisers with the industry's most comprehensive set of e-commerce offerings. The combination of an online advertising network, search engine marketing services and buy.at’s affiliate network provides advertisers a wide array of marketing channels to drive sales.

Published on: 12:00AM on 12th August 2008