Debenhams Case Study

Objectives
• To migrate Debenhams affiliate program from
Tradedoubler
• Reduce the number of affiliates promoting the
Debenhams brand
• Grow revenues and affiliate diversity
• Create a coherent Paid Search strategy in conjunction
with the incumbent search agency
• Eliminate brand infringement caused by 8,000 affiliates
•
Strategy
• Debenhams was set as a “private program” to regain
control of the brand
• Affiliates were invited to join the program so as to
eliminate infringements
• Migration was carefully managed utilising a set plan
focusing on lots of communication and support from the
affiliate and client service teams
• affilinet identified two leading paid search specialists to
supplement Debenhams own search strategy
• A target list of new affiliates was drawn up and agreed
with the client
 Debenhams Case Study

Results
• affilinet reduced the number of affiliates from 8,000 to 60
carefully selected partners
• An even split across the key affiliate sectors was achieved –
paid search, reward, organic, shopping and vertical specific.
• After reviewing the affiliate landscape we recruited a number
of new partners including netbooster; who specialise in
organic traffic
• Better exposure on long tail generic keywords
• Debenhams maintained revenues and have grown
significantly despite reducing the number of affiliates
• Client feels much more in control of the program and has
built direct relationships with top affiliates. This has enabled
specific commercial agreements and better integration with
Debenhams marketing plans across the group
• Debenhams and affilinet were featured in NMA for its
strategy