Britain’s best loved chocolate maker Thorntons has chosen online marketing specialists FusePump to help improve its affiliate marketing campaign, following the launch of its new look website.

Thorntons has been making the nation’s chocolate lovers smile for over 100 years and is a favourite brand for treats and gifts. Thorntons online business has been growing since the set-up of its e-commerce business Thorntons Direct in 1998.

“More and more people are shopping online,” says Justin Joyce, Digital Marketing Manager at Thorntons. “We re-launched our e-commerce site earlier this year and the service is now much more personal. We also wanted to bring this personal element to our existing affiliate programme. By using FusePump’s affiliate hub and tools we can improve the affiliate experience for both our advertisers and consumers.”

FusePump are creating product data feeds for Thorntons, making it easier for them to integrate their products into online marketing channels. They will also be supplying Thorntons with a branded performance marketing hub and affiliate tools.

The performance marketing hub helps to centralise Thorntons’ affiliate programme, providing a singular location for them to view and monitor affiliate performance. All necessary information is available here and affiliates can be kept up-to-date with upcoming offers and promotions directly.

The integrated affiliate tools will enhance Thorntons’ current affiliate programme; by using the FeedCreator tool, affiliates will be able to select specific products from within the Thorntons product data feed that will appeal directly to their target audience. With the other FusePump affiliate tools – AdCreator and WidgetCreator – affiliates can then create engaging adverts and widgets which will encourage customer interaction, increasing click-through and conversion rates.

Sean McAuley, Commercial Director at FusePump is pleased to be working with Thorntons on their affiliate marketing campaign.

“We feel that the FusePump performance marketing hub can greatly enhance Thorntons’ current affiliate programme. Not only will the tools help to increase their conversion rate by making the affiliate experience more interactive, but the hub will also improve communications between Thorntons and their partners. We are also integrating their product data feed into Google Shopping which will add to their success in that channel.”

About FusePump
FusePump provide simple and profitable online product marketing solutions for e-commerce retailers. FusePump enable the production of high-quality data feeds that allow retailers to optimise product visibility in online channels. FusePump offer a free e-commerce site check to assess data feed production possibilities and can provide feedback on under-performing data feeds and how to improve them.

About Thorntons
Established by Joseph William Thornton in 1911, Thorntons is one of the UK’s oldest chocolate retailers, headquartered in Derbyshire with more than 3,500 employees. Thorntons celebrated its 100th birthday in 2011. Thorntons has over 500 stores, including franchises across the country, as well as a strong direct ( and commercial business, supplying all major supermarkets. Products range from gift selections, chocolate blocks to toffee and ice cream.