The Workplace Depot sees +100% conversion lift through affiliate programme launch.

The Challenge

The Workplace Depot, a leading UK provider of industrial products, had over 30 years of market experience but had not yet utilised the affiliate marketing channel. Despite its strong market position, this resulted in missed opportunities for incremental revenue and enhanced brand visibility.

After researching several affiliate marketing agencies, The Workplace Depot approached Gen3 Marketing, recognising their expertise in both B2B and B2C sectors. The goal was clear: to launch a strategic affiliate programme to drive incremental revenue and secure a competitive edge.

The Gen3 Approach

We devised a tailored strategy, starting with a detailed analysis of network options, which led to selecting the Awin Network. Leveraging Gen3’s accredited status with Awin, The Workplace Depot secured preferential rates, effectively optimising overhead costs. 

Key Actions

• Technical Integration: The programme launched within just two weeks, facilitated by Gen3’s close relationship with Awin. This rapid integration ensured the program was operational while a targeted strategy was simultaneously developed. 
• Brand Discovery through Loyalty Publishers: Competitor analysis revealed the importance of loyalty publishers in the industrial supplies sector. The team’s strategy focused on key players such as TopCashback and Quidco, enhancing The Workplace Depot’s market presence and engaging new customers. Loyalty publishers played a crucial role in driving brand discovery, acquiring new customers, and re-engaging lapsed ones. 

The Results

Six months post-launch, The Workplace Depot’s affiliate programme surpassed revenue expectations, meeting key performance indicators for cost-per-sale while significantly boosting conversions. 

• +100% Conversion Uplift compared to other paid channels. 
• 61% New Customer Acquisition through affiliate partnerships. 
• 100+ Publishers Onboarded within the first six months. 

This collaborative effort between Gen3 Marketing and The Workplace Depot laid the foundation for sustained growth, with plans to expand the program by integrating Comparison Shopping Services (CSS), Display Retargeting, and other publisher strategies aimed at maximising customer engagement and conversions. 

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