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Morrisons teams with TradeDoubler for first affiliate campaign to promote wine retail site

Morrisons has launched its first affiliate marketing programme, working exclusively with Tradedoubler as it targets consumers with the promotion of its online wine cellar platform.

The supermarket chain is aiming to push Morrisons Cellar, which hosts over 1,000 wines and wine-related content, by running a range of deals, discounts and offers.

Paul Sanderson, head of GM online content & operations at Morrisons, said that launching the wine cellar last year proved to be "an important step" in the supermarket's online strategy as its first move to develop an e-commerce platform.

"Since that time the platform has grown to exceed industry standards in spite of its relative youth, and now we’re looking to the potential of the affiliate channel, to capitalise on the success that Morrisons Cellar has experienced so far. We have chosen to work with Tradedoubler to develop a strategy that takes a mix of traditional techniques and new innovations to capitalise on the channel’s potential," he added.

Dan Cohen, regional director at Tradedoubler, explained that the affiliate channel would represent "an enormous opportunity for growth" but that it was still "underutilised" in favour of traditional marketing activity.

"Morrisons has recognised that potential, and is in the position with its platform to embrace innovation and really make the most out of the affiliate channel'" he continued.

Last week, Morrisons revealed that its trading figures had been hurt by a lack of online trading, with a fall in like-for-like sales, excluding petrol, of 2.4 per cent for the last quarter.