Case Study: WHSmith

'We chose OMG as our direct partner to carry out our affiliate marketing activity based on the service levels we would receive which were demonstrated during the pitch process.

'Since the transition to OMG we have seen significant growth in our sales volumes from the affiliate channel.

'OMG are consistently willing to work with us to identify sales driving activity for the affiliate programme by ensuring we are exploring new opportunities. They are a professional and reliable network and we are happy with the success we have seen.'

Angus Hayman, General Manager, WHSmith.co.uk

Background

OMG Network was selected as WHSmith’s affiliate network of choice following a rigorous pitch process late in 2007. We then took over the campaign from another network.

Strategy

The key objective on the WHSmith campaign was increasing sales volume. To support this, we carried out a major recruitment drive for new affiliates, while simultaneously migrating across the trusted affiliates from the client’s previous network.

Having created a newly expanded group of appropriate affiliates, we worked with them to enhance their on-page content to improve conversion rates. As a result of this initiative, we saw sales increase by more than 100%.

Cashback sites have also made a key contribution to WHSmith’s volume, opening up an additional channel for targeted traffic without any detrimental effect on existing affiliates.