Wickes

Agency: Awin

Brief


Wickes, the well-known and reputable UK-based home improvement retailer owned by Travis Perkins, has a portfolio of over 190 stores throughout the country. With a focus on supplies and materials for homeowners and the building trade, Wickes stores and website offer an extensive selection of own-brand products for anyone undertaking DIY projects, general repairs and maintenance.

It was not until June 2006 that Wickes introduced an online shopping platform to their business; their presence in the online marketplace is still relatively new. Currently, there are over 8,500 products in the Wickes range available to order in-store, online or by telephone.

Strategy

In May 2007, Wickes integrated affiliate marketing into their overall digital strategy by launching an exclusive campaign with Affiliate Window through an agency. Since its inception, the affiliate channel has proven to be highly successful with YOY increases in the number of transactions and revenue generated. In 2009, Wickes decided to bring their affiliate programme in-house and employed a dedicated affiliate manager to drive the campaign forward.

Meanwhile, in an effort to remain leaders, at the forefront of the DIY sector, Wickes launched their “Big & Bulky” delivery service. It offers next day delivery on their product range; from large, heavy and awkward items including sand, cement, decking and fencing, to smaller project accessories such as paint and tools. Although the service only became available in March 2010, the positive feedback received indicates that this offering will continue to drive their business forward, providing incremental growth.

Louise Bowden, partnerships manager at Myvouchercodes.co.uk states: “MyVoucherCodes.co.uk has been working closely with Wickes and seen a noticeable increase in sales especially since the ‘Big and Bulky delivery service’ has been introduced. Wickes have been proactive with our promotions and been able to produce content at short notice which has enabled us to offer additional exposure and in turn, increased traffic levels and sales.”

Execution/Results

Looking at figures between the months of January – May 2009 compared to the same period for 2010, there was a substantial increase in the number of online orders, with an additional 4026 transactions tracked. Additionally, there was a staggering 57% increase in revenue generated and even more remarkably, the commission amounts paid to affiliates increased by 69%. These figures prove that there is a significant benefit in obtaining an in-house affiliate resource to work exclusively towards increasing exposure and sales via the affiliate channel.

Ketan Mistry, affiliate manager at Wickes comments: “Over the past year we have seen the benefits of a strong affiliate programme which has not only increased revenue but also provided us with great branding and increased awareness. Affiliate marketing now forms an integral part of our online marketing strategy. One key element of our success was the decision to move the management of the programme in-house. This has enabled us to build stronger, trusted relationships with all our affiliates, and in turn has increased our revenue by over 50% YOY. With the support of Affiliate Window’s management team I feel the program will continue to go from strength to strength.”

Moving forward, Wickes remains committed to strengthening their position as “the” home improvement specialist store for tradesmen and DIYers of every level; optimising the multiple facets and benefits of a clear and strategic affiliate marketing plan.