House
of Fraser is the first retailer to
reward affiliates for multi-device journeys through its partnership with
Rakuten Atttribution. Through Rakuten’s technology and in-depth insights, House
of Fraser can understand the role of affiliates across the entire purchase
journey, and pay affiliate commission for journeys that take place over
multiple devices. This ensures that early contributors in long and complex
paths to conversion are not forgotten. By further improving how it rewards its
affiliates, House of Fraser hopes to better incentivise them to continue to
contribute at all stages of the path to purchase.
Alix
Satchell, Online Partnerships Manager at House of Fraser commented: “Without an
understanding of our customers’ journeys across channels, we can’t reward
valuable contributions from affiliates. Around 60per
cent of House of Fraser’s returning customers buy from us using different
devices, so it’s really important that we understand the overall journey; it
helps us to optimise our marketing activity and understand what influences our
customers to buy.”
Seth
Richardson, CTO at Rakuten Marketing commented: “House of Fraser has become one
of the first brands to move away from ‘last-click-wins’ and pay its affiliates
based on a multi-attribution payment model. They now have a more accurate view
of user behaviour with which to optimise their activity and can effectively
incentivise affiliates to contribute at all stages of the path to purchase,
allowing all parties to grow together. With such a deep understanding of the
modern shopper, House of Fraser has the knowledge to succeed in today’s
omnichannel retail environment.”
So
far, the number of affiliate touchpoints awarded commission by House of Fraser
has grown by 83 per cent and the retailer is
now able to reward their affiliates for 25 per cent of multi-device journeys
where their contribution would otherwise have been ignored.As House of Fraser continues
to develop their digital marketing strategy it will reflect the channels and
publishers that are driving commission payment at every stage of the shopping
journey.
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