Today sees the launch of the annual Awin Report which has for 2021, taken the form of a completely digitized version including video and audio interviews with key stakeholders, partners and innovative solutions.

On the topic of outsourcing innovation, global commercial director James Boden spoke at length with Awin’s global head of strategic partnerships, Paul Stewart, to discuss the growing trend of tech companies that offer a set of onsite conversion improvements for a retailer’s website.

The affiliate channel is known for being a source of traffic generation for retailers, however this shift towards conversion technologies that offer better converting existing traffic has provided new opportunities for affiliate marketers. The choice to develop in-house vs outsourcing in any walk of digital life is of constant discussion, however thanks to intent.ly’s integration with Awin on a mastertag level, the ability to quickly and easily test outsourced solutions to see if they can truly generate tangible and incremental benefits is now an instantaneous reality.

Historically, that has primarily been in the form of providing qualified traffic. But increasingly this has extended to a collection of more technical partners that can help businesses optimize their on-site capabilities or provide analytical functions they cannot build or create themselves.

Networks like Awin’s have developed universal solutions that can house these partners so a brand can quickly insert them into its own websites with a single click and assess their impact.

excerpt from the ‘Affiliate’s ‘rent-tech’ model will allow businesses to outsource digital innovation’ section of the Awin 2021 Report

Here’s a link to the Awin report, and specifically to the outsourcing innovation conversation with intent.ly’s James Boden.

Find out more about intent.ly’s product suite and how you can quickly reap the benefits of incremental conversion technology.

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Reflecting the company’s position as leaders in intent-driven conversions, Smarter Click has launched its new brand ‘intent.ly’ initially across the US and APAC markets.

The global conversion company rolls out a new brand name, logo and overall image for its US and APAC operations as it is set to continue diversifying further into offering additional conversion tools across a host of new brand and publisher partnerships.

Ennis Al-Saiegh, CEO, said:

“Intent is at the heart of everything we do. Using intent-based data to drive incremental conversions and customer experiences is the axiom of our operations. Doubling your conversion rate is far more cost-effective and efficient than doubling your traffic levels, and intent.ly has a string of products that can do just that.”

 

“As I’m sure many others will be all too familiar with, 2020 brought us challenges that still remain across all our markets at the turn of the year. Whilst we kept the business operating soundly during these challenging times, we also utilised the time wisely, producing the next steps in our vision for the business through a new brand and identity to complement our push into the US and APAC markets.”

Operations Director, Chris Johnson, who has significant partnerships experience and a wide contact-base across these regions, will be supporting in spearheading the global reach to these markets. Speaking of the new brand image and reasons for the additional investment into these markets, Chris commented:

We’re excited to be bringing our intent.ly brand to new shores over the course of 2021. Conversion technology is becoming a core piece of many e-commerce marketing strategies and it’s a competitive marketplace wherever you operate, however our intent.ly products and proprietary technology has continued growing in its uniqueness and ultimately in value to our new and existing partner base.

 

We’re excited to be bringing this unique opportunity to pastures news, and I look forward to reigniting our push into these markets, showcasing our growing list of award-winning conversion tools which I have no doubts can offer value-add to the existing publisher base.

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Our attention spans are getting shorter. Propped up on the sofa keeping half an eye on the latest Netflix series while flitting between three or four tabs on the tablet, with your phone safely within reach lighting up with a steady stream of notifications.

It’s not just our friends and family having to compete that little bit harder to hold our attention – it’s retailers too.

These days, it’s one thing getting people to add to their basket. It’s quite another getting them to purchase – and then come back for more.

According to a recent Barclaycard survey, British shoppers abandon baskets worth almost £30 a month, potentially resulting in more than £18bn in lost sales to retailers every year. The same study found that a huge 41% of users abandoned a transaction during checkout in the past year, compared to just 24% who walked away from a purchase in a physical store.

How can this be tackled?

Coupled with the proliferation of data, technological advancements such as (real) AI are presenting new opportunities for savvy retailers to get ahead of their competitors and offer a more personalised experience. This means more repeat business – and less abandoned baskets.

Of course, capitalising on customer data isn’t exactly a new concept. But using data efficiently has always been one of those ‘easier said than done’ endeavours.

Traditionally, retailers have used rule-based decision models to try and make it happen. This allows them to run tests across various segments and personalise accordingly. Though, this takes time – and manpower. It’s no surprise then that personalisation experiences get diluted or cut completely. The sheer amount of data to make sense of often proves overwhelming to retailers.

Advances in AI have changed all this. Now largely self-sufficient, AI tools can collate insights into consumers’ unique behaviours – and develop online experiences in real time to ensure each browse, scroll and notification is relevant to the shopper themselves.

This AI powered personalisation can be the difference between flighty browser and repeat buyer. According to a survey by Pure360 published in econsultancy, 44% of buyers say they are “more likely to become repeat buyers following a personalised shopping experience with a retailer”. Interestingly, in the same survey, just 22% said they are “generally happy with current personalisation online”. Room to improve then.

Some sectors are further along the track than others. Currently it’s fintech companies like Monzo and Loot leading the way, with sophisticated AI analytics powering their highly personalised apps and comms. Provoked into life, the established banks are following suit.

Now retailers are making personalization a priority too. According to another Pure360 survey, 24% of organisations questioned were making personalisation their digital focus in 2018, while 55% planned on increasing their budgets in this area.

After recent high-profile news stories, some retailers may be uncomfortable with the prospect of further utilising their customers’ data. However, research from SalesForce, involving 7,000 consumers, found that 57% were willing to share personal data in exchange for personalised offers or discounts. Nothing beats a bargain.

So, with our ever decreasing attention spans and consumers’ ever increasing online expectations, the personal touch goes along way. The huge troves of customer data out there are now simply too much for humans to sift through, but with AI, it can all be properly put to work.

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