As a well known lingerie brand, explaining your proposition to publishers and recruiting them as your advocates must be important. How have you approached the challenge of engaging with so many partners?
We’d like to engage directly with as many of our big affiliates as possible, as the relationship is important to us. However, we will also want to benefit from Affiliate Window’s ability to talk to more partners, more often, and take best advantage of the relationships they have. We understand the importance of giving affiliates something extra, and plan to give publishers a number of exclusive promotions that will be easy for them to communicate to their audience as a genuine added value offer. If adding in a little competitive spirit helps, we’ll also add in some prizes and incentives for top performers.
Amid a failing economy and tough trading conditions, last year saw La Senza call in the administrators. What steps have been taken to ensure the development and growth of the La Senza brand this time around?
In January 2012 it was announced that the Alshaya group of companies, one of the world’s leading international retail franchise operators, had reached agreement to take control of the ongoing La Senza business in the UK. Alshaya already has a strong partnership with Limited Brands Inc., the US-based owners of the La Senza brand and the two companies are working together closely on delivering an enhanced La Senza customer experience in the UK.
The brand has changed a great deal. We’ve adopted the buying and branding expertise of the Limited Brands and we’re now the little sister brand of the much loved Victoria’s Secret. Our range and new look stores are now much more exciting, and we’re seeing this reflected in the feedback from our store customers. We’re a very different La Senza!
How does the re-launch of La Senza shape which types of publishers you work with and how will this new programme differ to the previous one?
Great products are going to be combined with some really exciting added value opportunities for publishers. Keeping publishers up-to-date with what’s new and what’s popular will be important, so we’ll be keen to share exciting product information. We know how well voucher codes and bespoke offers work in the affiliate space – if affiliates can push us into their newsletter and social media communication we’ll be keen to give them amazing offers to take to their audience. Furthermore there will be plenty of opportunities to earn extra commission in return for some extra exposure. We think we’ll be a good choice for most affiliate types
How do you plan to employ the performance marketing channel to establish and retain credibility within the industry?
We believe the new range, and look of the brand, will do most of the work in terms of credibility. The channel gives us access to new people who might be unfamiliar with the brand, and some of the old La Senza customers who might not have seen what we’re doing now. The affiliate channel puts us in a space alongside our competitors – in our new era, whilst pushing out some of the most competitive offers; we think we’ll emerge well from such comparison. We see this as a great opportunity to take market share from our competitors.
What new and exciting re-launch plans can we expect to see from La Senza in the next 12 months?
A non-stop flow of new collections, product launches, and exciting promotions. The program launches with sale immediately upon us, and there will be opportunities for affiliates to discount a little extra on top of sale prices. As soon as the sale lapses, we’ll be looking to push out opportunities for exclusive offers, increased commission and incentives in exchange for a little extra exposure. Overall, there will be plenty of opportunities for affiliates to give their audience, and themselves, a little bit extra.