Route One Goes Live with TradeDoubler Product Level Tracking

TradeDoubler, the number one pan-European performance marketing company, today announced that specialist sports retailer, Route One, has deployed TradeDoubler's new Product Level Tracking (PLT) framework to assign and manage commissions on specific products, categories and brands, capitalise on real time market opportunities, and drive specific areas of its business. As the first company to deploy the TradeDoubler PLT framework, Route One is leveraging TradeDoubler's dedicated campaign and support services to maximise sales through its affiliate programme. Route One is also the first retailer to go live on the TD Network with video placements, and the first retailer to link video-based product tags with PLT for superior campaign execution.

Route One specialises in skateboarding, snowboarding, BMX and inline skating equipment, clothing apparel and accessories. The company historically traded exclusively out of high street stores before becoming one of the first UK retailers to launch online in 1998. Over the past decade, Route One's online business has served more than 1,000,000 riders.

"As a retailer, TradeDoubler's PLT enables us to tailor higher commission structures to help promote specific stock, rather than simply paying the same flat rate commission on all products sold," said Ollie James, Head of Digital Marketing for Route One. "It allows us to be more agile and reactive to time limited opportunities and take advantage of market changes in real time as they happen. We can now look at commercial demand outside of the affiliate programme, see what's hot in the marketplace, and then tailor promotions on specific products accordingly.

We selected TradeDoubler based on its execution of dedicated campaign support and services to maximise success. TradeDoubler's pan-European presence also means we have potential to conduct cross border marketing campaigns to take us into Europe. The local TradeDoubler office in France, for example, has a direct relationship with French affiliates with direct feedback from the market. This will be instrumental moving forward as we will be adding a Euro currency option and local language sites next year in France, Germany, Spain, Italy and Sweden."

Route One went live with TradeDoubler PLT two months ago and has already seen significant uplift in its product promotion performance, and a surge in new affiliates joining the programme with the third highest month in volume of new sign ups. With more than 8,000 products, Route One is now able to incentivise the right partners to drive specific areas of its business.

"TradeDoubler's PLT takes the guesswork out of promotions, lets clients focus on specific product-led sales campaigns, and helps affiliates earn higher commission levels," said Ben Manning, Product Director for TradeDoubler Affiliate. "By looking at an affiliate's traffic, clients can tie special promotions and provide incentivised cross sell commissions. Likewise, they can also run seasonal promotions, such as doubling commissions on all jackets and scarves as winter approaches."

In addition to deploying PLT, Route One has also incorporated tagged video product promotion through its relationship with Coull, which links commission back on all tagged products in a video to TradeDoubler's PLT framework. Route One is the first retailer to go live on the TD Network with Coull.com, and the first to link video tags back to PLT, providing a highly customizable video channel for enhanced online revenue.

With its extensive reach in 18 countries across Europe, TradeDoubler delivers 32 billion impressions per month, reaching 154 million unique users and generating 10 million leads every month. The Group offers unrivalled access to more than 76% of the European online audience through its publisher networks, which comprise more than 128,000 active website publishers and in excess of 1,800 advertisers.