intent.ly, Carphone Warehouse (CPW), and Awin teamed up in Q4 2019 with an objective to increase sales volumes and reduce abandonment through personalisation. Instead of building campaigns to incentivise the user, the focus was shifted to provide the user with a more personalised journey, as well as creating a sense of urgency for time-limited offers.

“This is abandonment tech on steroids with the detail of personalisation particularly impressive.”

Clear objectives

CPW partnered with SC with the aim to reduce site abandonment, increase conversion rate, and increase handset [HS] contract sales volume without incentivising. In addition to this Smarter Click needed to ensure offers promoted were trading priorities for Carphone Warehouse across 3 key promotional windows:

• Cyber Week: ‘Cyber Monday’ promotion
• Christmas deals
• Traffic special offers (O2)

This campaign, through its design, looked to achieve clear objectives for the advertiser, publisher & network:

Carphone Warehouse: over 50% of Smarter Click sales to be that of CPW trading priority products, and
increase overall Cyber Monday sales through the affiliate channel by 40% YoY.

Smarter Click: become a top 20 publisher on the Carphone Warehouse affiliate programme, delivering a
campaign that aligned creatively with Carphone Warehouse’s brand messaging and trading priorities.

Awin: diversifying the publisher mix, utilising an effective technology partner on the programme,
effective use of custom parameter set up to deliver client with real time product performance
reporting, and increase Carphone Warehouse market share within the telco sector on Awin.

Results & effectiveness – did the campaign meet the objectives?