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Playtime is over as Kiddicare consolidates affiliate business

Playtime is over as Kiddicare consolidates affiliate business

Yummy Mummy’s like Kiddicare through performance marketing channels Kiddicare, the largest online baby goods supplier in the UK, has closed affiliate operations with all other incumbent affiliate marketing networks, to run their performance marketing activity solely with Affiliate Window.

Working in collaboration with digital marketing agency Blue Barracuda, who recently merged with Draftfcb, the Kiddicare campaign will see the implementation of tactical growth plans, including an affiliate recruitment drive focusing on niche, true content publishers within the baby and nursery sector.

Online Retailer of the Yearfor 2010-2011 Kiddicare is the UK's number one online baby shop, supplier of baby products and accessories including prams and pushchairs, nursery furniture, car seats and equipment. In February, Kiddicare was acquired by Morrisons in a £70million deal.

The consolidation will provide a greater level of granular reporting, including product level tracking and the implementation of technologies including Coull and VE Interactive.

Simon Harrow, Technology Officer at Kiddicare explains: “Since the programme launched in 2009 Blue Barracuda and now Draftfcb, have delivered consistently strong results. The strategy recommended and implemented by Draftfcb using Affiliate Window, which is at the forefront of technological innovation within the performance channel, has supported our growth plans with solutions, including brand protection software, that makes our affiliate marketing easier and more efficient”

Martin Talks, president digital of Draftfcb fuelled by Blue Barracuda adds: “Kiddicare is a very forward-thinking company and its programme has gone from strength to strength on the Affiliate Window platform, enabling us to increase transparency and measure the effectiveness of the channel. The network was selected on the basis of its strong presence in the UK and Europe and strong technology and we have benefitted by an ever improving relationship and access to senior strategic advice.”

Anthony Clements, Director of Client Services for Affiliate Window comments: “It’s great news that Kiddicare is consolidating their affiliate business to Digital Window. We have developed a close working relationship with the brand and their digital marketing agency Draftfcb over the past two years, and this is a fantastic example of how the three entities can successfully work together to build a strong affiliate programme.

"Kiddicare is a progressive advertiser when it comes to their online marketing strategy, and their consolidation to Digital Window will give us the chance to drive their programme forward with innovative marketing initiatives, like video, and a strategy that is borne out of more detailed reporting and analysis.”

The Kiddicare affiliate scheme offers a highly competitive, tiered commission structure whereby affiliate partners can earn up to 7% commission on all sales. The programme has a comprehensive product feed which is updated daily featuring the latest essential merchandise for baby, child and mother and incorporates interactive videos.

Kiddicare’s future plans include expansion into European territories. The consolidation commences with immediate effect.

For press enquiries, please contact: Lisa Chaikin PR Manager - UK & US Affiliate Window & e: t: 020 7553 0333 Joanna Burton PR Director, digital, Draftfcb fuelled by Blue Barracuda e: t: 020 7400 0950

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