Case Study: GardenCentre builds its own ecosystem

gc adAn ecommerce site needs a healthy environment in which to flourish, especially in today’s competitive hothouse. At GardenCentreUK.com, that environment is decidedly home grown. The company has achieved 100 percent sales growth over the past year largely through its own ecosystem created through affiliate marketing.

“With so many competitors we felt as though a strong affiliate network was the best way to keep our business growing,” says Peter Howarth, GardenCentre general manager. “I’d say our affiliate network makes up about 15 or 20 percent of our revenue.”

The GardenCentre plan actually runs against current trends. A 2008 Econsultancy report shows that the proportion of merchants saying that affiliate marketing drives high volume has decreased from 26 percent in 2007 to 15 percent in 2008. The average proportion of online sales credited to affiliate activity has decreased from 16 percent to 12 percent over the same time period.