Utility company seeks to expand affiliate activity and acquire new customers
London, 4th November 2013 – affilinet, the specialist performance marketing company, has today announced that First Utility has launched a new affiliate programme. As the largest independent energy company in the UK, First Utility is strongly challenging the established Big Six energy providers and has promised not to raise prices this winter. To support its ambitious growth plans, First Utility needed an affiliate marketing programme that put the emphasis on influencing consumers decisions higher up the sales funnel rather than on last-click activity.
Alongside this, First Utility is faced with changes to the licensing rules as part of the regulator’s Retail Market Review (RMR) Framework, which will come into effect in January 2014. Part of this framework mandates that energy companies must stop using cash back sites as Ofgem believes they are detracting from clear communication about energy tariffs. In response, First Utility wants to widen out its affiliate programme and engage with new affiliates across a variety of publisher models.
Riman Verma, digital marketing manager, First Utility said: “The rising cost of energy impacts us all. We want to let consumers know that we’re on their side, which is why we have pledged not to raise energy prices at a time when people need it most. The Big Six typically increase their prices in the run up to winter, which in turn increases the number of people looking to change energy provider. As such, strategically this is a very busy period for our business. We offer an unashamedly different proposition in this market and want to make as much noise about that as possible. For us, the affiliate channel is one of the most effective ways of not only communicating our brand messages but also growing our customer base.”
First Utility selected affilinet as its new network based on the company’s in-depth knowledge of the RMR Framework and how a wider mix of affiliate activity could minimise its impact. In addition First Utility was impressed by affilinet’s vision for the future of the programme, which will be delivered by an experienced and knowledgeable team.
Verma continued: “We are a data business, everything we do is signposted by data. That’s the way of the world now. affilinet recognised that more than any other network and will provide us with the tools to turn data into powerful insights that drive commercial growth.”
Helen Southgate, affilinet UK MD, said: “The RMR Framework is a game changer for energy companies and their customer acquisition strategies. They need to rethink not only how they engage consumers, but via what channels. First Utility’s willingness to engage the medium and long tail will provide it with a more robust programme when the changes kick in, reducing the impact on their business. They’ve got a great story to tell that will resonate well across multiple affiliate platforms.”
For more information, please contact:
About affilinet – www.affili.net/uk
affilinet is the fastest growing affiliate network in Europe. It focuses on turning data into insights and combines this information with a focus on quality and an on-going investment in technology to deliver powerful programmes for advertisers such as Lexus, Thomas Cook Group, eBay, O2, Debenhams, Virgin Atlantic, Toys R Us, and Zalando.
It has seven offices across Europe and works with over 500,000 affiliates including VoucherCodes.co.uk, Quidco and money.co.uk. The company is owned by Sedo Holding, formerly known as AdLINK Group.
About First Utility – www.first-utility.com
First Utility is the UK’s largest independent energy supplier. It supplies gas and electricity to over 190,000 residential and business customers throughout the UK. First Utility is committed to helping consumers and businesses spend less on their energy bills by offering cheaper tariffs, helping them use less energy through the use of innovative technology, and campaigning for changes in the industry.
It was one of the first UK energy supplier to offer smart meters to all its customers in 2008 and in 2012 launched my:energy, an online analytics service providing personalised information regarding energy usage to help reduce consumption. Committed to customer service, First Utility encourages customer feedback via the First Utility reviews and First Utility complaints pages on the website.