BeCheeky

Agency: Awin

Overview & Brief

BeCheeky is a chic, UK-based lingerie and swimwear retailer with a trendy and easily navigable website. Offering stylish and sexy products from more than 70 brands, both famous names you’ll have heard of and up and coming new designers; a combination you won’t find on the High Street.

Stepping into 2011, five months since the BeCheeky affiliate programme launched with Affiliate Window, we take a closer look at how the exclusive relationship has resulted in a distinct increase in overall performance, and a new recruitment strategy geared towards attracting content fashion sites who add value to the programme.

Strategy & Execution

Since consolidating, the programme has gone from strength to strength, demonstrated by a 45 per cent increase in volume through the performance channel. Affiliates have proven to be an essential component to the success of BeCheeky’s overall marketing strategy, accounting for 23 per cent of their total sales in 2010.

Following a successful migration campaign, consisting of increased commissions and discount codes, BeCheeky brought with them an exciting array of seasonal gift finder widgets teamed with their newly rebranded logo.

They employed an aggressive Christmas strategy including exclusive and bespoke codes, tiered commission increases for top performers as well as a competition to win £150. This consisted of a prize entry for every inclusion in a newsletter or homepage placement, with an additional bonus incentive for the overall top performer in the month of December. Their vintage inspired control wear for the party season was a big hit, as was their glowing Christmas gift range, resulting in a massive 47 per cent increase in confirmed affiliate sales revenue in December 2010 compared with the year before.

Justine Wyness, Managing Director at BeCheeky comments; “The support and service we have received from Affiliate Window has been instrumental in reviving our affiliate programme and re-building sales lost from changing networks. The ROI achieved from the channel has substantially increased from previous networks we have worked with. The easy-to-use technology and clear reporting suite offered by Affiliate Window reduces the levels of administrative tasks and allows us to communicate more effectively and strengthen relationships with our affiliate partners.”

Results

When calculating the success of the programme migration, combined with their tactical campaigns, YOY performance figures clearly outline how beneficial these modifications have been.

Looking at the data from 2009 – 2010, the total number of sales for the BeCheeky affiliate programme increased by a substantial 45per cent. The programme also saw a 29 per cent uplift in the number of approved transactions with a 14 per cent rise in sales revenue and a 16 per cent increase in confirmed commissions paid to affiliates.

This was no doubt aided by the additional 254 publisher memberships secured since the migration; BeCheeky has seen a 30 per cent increase in the number of affiliates on the programme including a variety of fashion and beauty content based affiliates such as Fashion Web and Woman’s Health Vibe.

The results achieved demonstrate the positive impact that the efficient day-to-day running of a programme can have; including the enhancement of affiliate relationships. With the support of these newly formed partnerships, and the continuous nurturing of existing relationships, BeCheeky look to enter 2011 with a strong start.
BeCheeky