Lammo.net: Affiliate Marketing Blog

With its first U.K store opening in 1909, Woolworth’s reputation as a British retailer has been long established. From the solitary store in Liverpool nearly 100 years ago, over 800 stores have opened across the country, including large out-of-town retail spaces known as the “Big W” in addition to the many local stores based in and around city centres. The firm has branched out in recent years - releasing their acclaimed offline catalogue, the “Big Red Book”, and an online catalogue, available at “www.woolworths.co.uk.”

The Woolworths affiliate program is with Affiliate Window, and revolves around their online catalogue, offering a commission rate of 3%-8% (depending on product line) and a cookie length of 30 days.

As you may expect for such a large retailer, the range of products on offer within the website is impressive. There are over 200,000 different products currently listed, providing a good choice across a variety of different lines. The Woolworths affiliate programme offers products traditionally associated with the brand, including children’s toys, gifts, outdoor play equipment, children’s clothes and CDs. However, more recently recently Woolworths has entered into far more diverse fields, offering a far greater array of electronic equipment (Wii Consoles, Plasma TVs, washing machines and microwaves) and books (both a good selection of popular fiction and non-fiction - including revision guides, manuals and encyclopaedias etc). All of these products are available on the website.

Woolworths also retains exclusivity over their house brands; “Ladybird” and “Chad Valley”. “Ladybird” is a popular children’s clothes brand, consisting of both practical everyday wear through to elaborate costumes for play. Woolworths also retails a wide range of “back to school” clothing, such as school shirts and trousers. This long running brand is only found in Woolworth’s stores and online, and is designed exclusively for 0-16 year olds. “Chad Valley” is a newer addition to Woolworths’ range and consists of a variety of different toys for children aged 0-8. Examples include model trucks and plastic dolls houses. Again, this brand can only be found in Woolworth stores and online.

In common with many retailers, Woolworths also offers a service on their website allowing customers to place an order to collect from a local store. This service is married closely to the in-store ordering system, and gives customers an added choice in addition to home delivery. Some seasonal affiliate promotions and offer codes may exclude orders placed this way.

The Woolworths website features regular promotions on different lines. For instance, considerable savings on the best-selling paperback books, promotions on back to school ranges and free delivery on selected lines for a specified period of time. These offers are updated regularly through the year, and help to reinforce Woolworths’ reputation as a value for money retailer.

Prices vary according to product lines and promotions; however you can expect an average price of around £15-£25 for most items to be found in the catalogue. Electronic items are in most cases competitively priced, with a mid range Plasma TV costing around £250 (with free delivery). Overall, the focus is on value, and as a result you can expect most customers to purchase multiple items at once - thus increasing the average basket value.

As is the case with most multiple category online retailers, the level of commission varies substantially depending on product line. Rates range from 3% for household electrical items and books through to 8% for the clothing brands. 6% is offered for home goods and jewellery and 5% for CDs and gifts. Far lower rates however, are tendered for console bundles (0.5%) and games hardware (2%). In comparison with other affiliate programs for similar retailers however, Woolworths seems to do well - with competitors such as Toys R Us offering just 3% commission irrespective of product line.

Woolworths also offers an impressive array of advertising creative, including interactive shop window widgets. They offer a selection of different banners promoting various ranges (for instance, separate advertising material for their childrens products lines and outdoor equipment). However, they do not provide any flash creative.

With an income of more than £2.74 billion a year, Woolworths are a ever popular choice with UK consumers. They offer good commission rates on most ranges and a 30 day cookie, along with a solid selection of advertising material that should cater for most affiliates’ needs.

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