Carphone Warehouse

Agency: Awin

Award-winning Account Management

Awin and Carphone Warehouse won Best Managed Affiliate Programme at the Performance Marketing Awards 2018.

Challenge

The focus for 2017 was to manage all four brands in The Carphone Warehouse Group as one strategic unit. Carphone Warehouse, Mobiles.co.uk, E2Save and ID Mobile were brought together to leverage the size of the group in the affiliate market and work more cohesively as a group.

Strategy

To encourage synergy of group processes, the Awin team increased from one FTE to 3.25. The Awin team worked in the Carphone Warehouse offices once a week, with the Carphone Warehouse team at the Awin offices once a month. The teams used this time to have face-to-face meetings with publishers and publisher days.

As part of the strategy, Awin introduced group business reviews and an annual group strategy day – attended by senior stakeholders. They also provided provided benchmarking and GAP analysis to identify areas of growth for all brands to ensure it was incremental.

Awin built a customisable and automated live reporting suite. This enables trading teams for the group to sign off exclusive deals across specific product ranges. Working this way enables more publishers to run exclusive offers at the same time.

Additionally, this facilitated the Awin team to reach out to more publishers in a bespoke way – diversifying the publisher base. For example, Carphone Warehouse were able to test key content sites with confidence.

The teams also reduced validation times, improved payment speeds, and increased the payment validation rate by five per cent across the group. These changes improved their relationship with key publishers.

Reaching The Target Audience

As well as a site takeover with Quidco for the iPhone 8 and unprecedented exposure with Top Cashback for the iPhone X, the group booked exposure with a record 16 affiliates. These included cashback, comparison, voucher, and content sites, resulting in +14 per cent sales for iPhone campaigns YoY without increasing Cost per Acquisition.

The Results

The partnership resulted in a:

  • +9 per cent YoY group sales growth (target: 5 per cent)
  • +14 per cent YoY sales for iPhone campaigns (target: 10 per cent)
  • Diversified publisher base to include cashback, comparison, voucher, and content sites
  • Encourage synergy of group processes.

“[We have] been blown away by the level of planning, execution and tangible YoY growth…thanks again to the amazing Awin team.” Carphone Warehouse

Not only did the team exceed the initial targets, but reduced the CPA across the group by more than four per cent in the process. The processes, publisher management and additional resource ensured objectives were comfortably achieved. The Carphone Warehouse Group affiliate programme is in a fantastic position to succeed in the future.