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The Drum

River Island partners with Rakuten LinkShare to ramp up international commerce

River Island is taking advantage of international commerce

High street fashion chain River Island has signed a deal with cost per acquisition (CPA) network Rakuten LinkShare to launch an affiliate marketing campaign reaching online shoppers worldwide.

Biglight will now handle River Island’s CPA programme which will focus on fashion bloggers and publishers offering discovery shopping experience as well as style editorial, web exclusives and limited edition products.

Of its involvement, Biglight co-founder, Steve Borges, said: “We will be working with River Island to create exciting digital content to encourage consumers to click through and ultimately make a purchase. This will include exclusive videos of Rihanna, collections of the hottest items in each category and seasonal promotions. This digital content, partnered with Rakuten LinkShare’s network, will combine to create a compelling multi-channel offering.”

Rakuten LinkShare will assist River Island to promote its digital content, editorial and creative video, as well as offering bloggers access to exclusive events, gifting experiences and review opportunities.

“The online channel is increasingly valuable to international consumers who want to buy from brands outside their home country. We want to not only enable those shoppers to buy but also to make sure that the shopping experience they have is entertaining, personalised and exciting,” remarked River Island marketing director, Josie Roscop.

A pop-up shop in Ibiza and interactive seasonal campaign videos kick off the international e-commerce activity for the brand. To further multi-channel shopping the CPA programme will also support the retailer’s kids range, fashion lines – Rihanna and Chelsea Girl – and menswear with new products added to the programme each week.