Bol.com stops with Tradedoubler for affiliate sales
Bol.com takes a self-developed affiliate network into use and ends the relationship with Tradedoubler. The company gains more insight into and control over the indirect sales channel. In two weeks, marketing director Michel Schaeffer will be giving the innovations during a partner meeting in Utrecht
Bol.com takes a self-developed affiliate network into use and ends the relationship with Tradedoubler. The company gains more insight into and control over the indirect sales channel.
In two weeks, marketing director Michel Schaeffer will be giving the innovations during a partner meeting in Utrecht.
On Affiliateblog and Marketingfacts the first details of the innovations appeared, including details about a new bonus program. Sites that join the new partner program stand a chance of winning certain sales volumes or helping generate more sales through special promotions, such as product introductions.
Around 200 sites have now registered for the new partner program. Bol.com claims to have several thousand active partners. The first reactions are predominantly positive.
By taking the affiliate program in-house, for example, the indirect sales channel can also be linked to stock information. Now Tradedoubler is still there as a third party (technology supplier). Remko Nugteren from Tradedoubler: "We split up in good harmony and were informed about this step well in advance. It is a strategic choice of Bol.com to do everything in-house ".
Until the spring of 2008, the online media store used the affiliate network of Bfast, part of Commission Junction. Bfast was traded in for Tradedoubler that year.
Ralph Remkes of Bol.com says that working with partners is becoming increasingly important in the marketing mix. Now that he owns the technology himself, his company is no longer dependent on third parties for innovations and refinements on the indirect sales channel.
Marketing Director Michel Schaeffer: "We are in a world where we work together with other parties. That is why we like a technical system that fits in with this and that enables us to differently market and price different product groups in terms of the partner program. "
There will be open APIs that external programmers can use directly on the back end systems of the web store. "We have always been a fairly closed store in the past. You had to come to us and do the transaction on our site. In the future, it will be possible to get started with our data via APIs. The API unlocks our catalog, so that external programmers can, for example, retrieve data from products with product information, descriptions and category structure ".
In the future, there will also be an API that connects with the Bol.com payment mechanism.
Over the year 2009, Bol.com achieved sales growth of 20 percent to 268 million euros. The turnover through third parties is "of considerable importance" and runs in the millions, according to Schaeffer. Affiliateblog estimates this amount somewhere between 2 and 2.5 million euros. That would certainly be 1 percent of the annual turnover. Later this month Bol.com presents the results for the year 2010.
Bol.com has been owned by investment company Cyrte since June 2009.