The role of affiliates in boosting site traffic for online retailers has been showcased in a new study from Trusted Loyalty Partners.
A survey of 1,642 British consumers from the card-linked offers supplier found that 23% are being driven to retailer websites by online advertising, with 15% being swayed by discount codes.
In addition, loyalty schemes are acting as temptation for 12%, far above the 7% who voted for broadcast advertising.
With social media interaction heading the list of site drivers on 38%, brands have been offered a roadmap of how to drive people to their domains.
The survey went on to reveal some of the preferences that define where British consumers like to shop. With trust playing a huge part in driving custom to a store, it was of little surprise to see “reputable brand names” (34%) topping the list of things that help consumers decide where to head.
This was particularly the case for offline retailers, as 53% of the group said they’d “never” visited a high-street store they didn’t recognise.
A clear demand for incentives was also evident, as loyalty schemes and discounts were voted for by 26% and 17% respectively.
Chris Heather, director at Trusted Loyalty Partners, remarked about the benefits of being able to entice consumers with rewards, especially when it comes to boosting footfall.
“One thing I can say is that we have seen the benefits that loyalty schemes have in driving consumers into stores,” he commented.
“Whilst they are still a relatively rare thing for retailers to offer, they are growing steadily and successfully with benefits offered to all involved parties. We hope they will be a more regular occurrence in 2015 and years to come.”