Leading performance marketing companies sign agreements to help retailers track and measure affiliate network-attributable sales in-store.
Eagle Eye Solutions (Eagle Eye), a SaaS-based provider enabling one-to-one performance marketing, is partnering with affiliate network Tradedoubler for retailers to extend affiliate network marketing opportunities in-store.
Affiliate marketing is a form of digital advertising that has traditionally been extremely successful for generating online sales by driving consumers through to a retailer’s website. Affiliates are paid a commission for sales generated from its marketing referrals. Retailers receive a higher number of visitors to their site and only pay commission for sales that are generated. Eagle Eye now offers affiliate marketers the ability, through integration with the AIR platform, to track coupon codes in-store. Consumers who see and respond to online marketing will now be able to redeem offers not only online but also in-store for retailers that are part of Eagle Eye’s network.
With double-digit growth forecast to push digital advertising spend in the UK above £15 billion,* Tradedoubler’s integration with the Eagle Eye AIR platform increases the online advertising reach for Eagle Eye’s retail customers by connecting them to Tradedoubler’s network of 180,000+ online publishers. The partners will provide end-to-end sales tracking and attribution of unique coupon codes redeemed not only online but also via the connection at till maintained by Eagle Eye at the point of sale in physical outlets and stores. The assurance that commission is tracked against an actual sale will also provide a welcome boost for retailers looking to increase sales across both in-store and through online channels.
Tradedoubler works with over 2,000 leading brands to develop a unique network of online publishing performance marketing connections that can identify and engage their target audiences at all stages of their online purchase journeys. It is working with Eagle Eye so its clients can also create digital customer connections offline that support the delivery and end-to-end tracking of highly targeted promotions in real-time through to the point of sale.
"I am excited by the opportunity that this partnership with Eagle Eye will open up for Tradedoubler and its network of publishers and advertisers at precisely the time they need to think about how to drive footfall back into stores," said Edward Learoyd, Tradedoubler UK & IE Sales Director.
"Although High Streets are clearly challenged currently as a result of the current Covid-19 lockdown, this partnership offers retailers a vital opportunity to prepare for recovery," said Tim Mason, CEO of Eagle Eye. "Tradedoubler has recognised the need to extend its performance marketing capabilities to the High Street so its network can track and target the majority of sales that are still completed in a physical store."
* Barclays Corporate Banking, Adtech Ascendancy report press release, 5 March 2019