INside Performance Marketing
Cracking the Asian Market With Incentives
Image Credit  Nicolas Lannuzel Creative Commons license

Cracking the Asian Market With Incentives

Astley Clarke was founded in London by Bec Astley Clarke in 2006, to celebrate British design in fine jewellery and to reinstate the coloured gemstone as the hero piece of every woman’s collection. 

Since then, Astley Clarke has become one of the UK’s leading online and offline Luxury Fine Jewellery Brands with concessions in London stores Harrods, Liberty and Selfridges. Astley Clarke designs and creates unique and beautifully crafted jewellery that inspires and delights intelligent, freethinking women worldwide.

Their unique British Personality imbued with wit, sophistication and irreverence combines with an exquisite personal approach to customer service to capture the imagination of a new generation of luxury jewellery customers who need no further incentive to “Go Precious Every Day”.

Campaign target

The Asian market is key to Astley Clarke’s marketing mix as the audience continually reacts strongly to offers from this quintessentially British brand. Whilst a percentage off purchase, with no minimum spend, worked particularly well with this audience, Astley Clarke wanted to pursue a campaign which reflected its luxury appeal, without discounting the brand.

Strategy

Following discussions with the largest Weibo affiliate active on the Astley Clarke program, and also with the merchandising team in-house at Astley Clarke, it was agreed that Silverbean would trial a free gift with a purchase campaign in order to test how this would be received by the Weibo audience.

A free Little Wonder’s bracelet (available in blue and red) worth £85 was offered to all customers placing an order of £150 or more.

In order to ensure the offer worked to the best of its ability and to improve conversion rates, an exclusive landing page was produced in order to fully confirm how the customer was to redeem the offer, which was code driven.

Was it a success?

The following results were achieved during the offer period, compared with a period following the offer, where no incentives were in place:

  • 402% increase in clicks
  • 267% increase in orders over £150 placed
  • 450% increase in website traffic
  • 50% increase in average order value

What did the client say?

“Having spent five years trying to grow the affiliate channel very aggressively, we hadn’t managed until we’ve been working with Silverbean. I can highly recommend them as a very dedicated and committed team of online marketeers that truly understand the industry.” – Bec Astley Clarke.

Conclusions

  • It is possible to offer an affiliate a promotion that is not seen to discount or undermine a luxury brand, which can also have a positive effect on performance figures whilst maintaining a strong ROI. 
  • Tailoring a campaign to the local market – in this case the Red products perform particularly well in the China, given the colour’s link with luck. 
  • Silverbean can generate large volumes by spotting trends - in this case the demand for high quality British products in the Asian market. 

For more on how fashion can be incorporated into affiliate marketing, read Silverbean's Fashion Affiliate Marketing: What you need to know report.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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