DFS appoints marketing company affilinet to help integrate online and offline sales
Furniture company DFS has appointed marketing company affilinet to help integrate online and offline sales and to maximise digital sales.
DFS will use call tracking technology to enable customers to research items on the web and then speak with the call centre team to buy bespoke products. The calls are trackable, so it can be seen which affiliate is responsible for the lead to the call centre.
DFS decided to work with affilinet because of its flexibility and willingness to adapt to DFS’ very specific needs and requirements, as well as being keen to use affilinet’s network of publishers and to take advantage of its experience in affiliate marketing for other retail brands.
Richard Thirsk, head of marketing at DFS, said: “Working with affilinet allows us to greatly extend our online reach beyond our traditional online media buys and search activity. We are collaborating with specific affilinet publishers on a performance basis offering them unique telephone numbers to display on their websites so that consumers can immediately call our customer support team without having to leave the publisher site.
“This approach means that customers benefit from researching what they want online and then making their bespoke orders with one of the team over the phone. Publishers benefit from real time reporting of the calls they generate, previously they could only be rewarded for leads generated by a call back request form.”