To round out its overall web marketing program, Drs. Foster & Smith Inc. is rolling out a new affiliate program.
The program, which is being managed by LinkShare Corp., so far has attracted about 400 affiliates, says Drs. Foster & Smith Internet marketing and analysis manager Gordon Magee. The affiliate program went live August 1. “This new affiliate program will help us manage our customer relationships,” Magee says. “We are looking for quality over quantity.”
The affiliate program at Drs. Foster & Smith, No. 83 in the Internet Retailer Top 500 Guide to Retail Web Sites, offers a new way to attract niche sites, Magee says. “The affiliate arrangement gives us a new customer acquisition tool. Customers that shop some of the affiliate sites we are now linked to are very loyal and consistent shoppers on those sites,” he says.
Drs. Foster & Smith is recruiting affiliates for its DrsFosterSmith.com and LiveAquaria.com e-commerce sites. The direct marketer of pet supplies and other pet care products is paying affiliate commission rates that range from 9% to more than 15%, depending on sales volume.
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