UK supermarket Morrisons today continues its online expansion by launching its first ever affiliate marketing programme. Working exclusively with performance marketing company Tradedoubler, Morrisons will be using a network of affiliates to target its online wine cellar platform Morrisons Cellar at consumers, with a range of deals, discounts and persuasive offers.

The launch of Morrisons Cellar in November 2012 marked the supermarket’s first online deployment and it has since grown to become a market leading platform for consumer wine purchases. The service provides a range of over 1,000 wines at a wide range of prices to target a variety of wine drinkers, and it is supported by innovative features to help wine drinkers discover new products, such as the platform’s Taste Test.

Paul Sanderson, head of GM online content & operations at Morrisons, says: ‘The launch of Morrisons wine cellar last year marked an important step in Morrisons’ online strategy; Morrisons Cellar was the company’s first deployment in the online space and our first ecommerce platform. Since that time the platform has grown to exceed industry standards in spite of its relative youth, and now we’re looking to the potential of the affiliate channel, to capitalise on the success that Morrisons Cellar has experienced so far. We have chosen to work with Tradedoubler to develop a strategy that takes a mix of traditional techniques and new innovations to capitalise on the channel’s potential.’

Dan Cohen, regional director at Tradedoubler, says: ‘Innovation is the key to this new relationship with Morrisons. Morrisons Cellar is a relatively new ecommerce platform with the name of a very well respected household brand behind it; giving it both the clout of a major company and the agility of a new platform. The affiliate channel represents an enormous opportunity for growth, but unfortunately overly traditional approaches often leave it underutilised. Morrisons has recognised that potential, and is in the position with its platform to embrace innovation and really make the most out of the affiliate channel.’


Tradedoubler creates award-winning, multi-channel performance marketing programs for clients on a payment by results basis. More information can be found on