PartnerPerform Blog

Its rare when an online clothing retailer really gets it– let alone does their part to make shopping online as enticing as shopping in the store. Couture Candy does it right. Couture Candy is an online boutique filled with high-end fashions for women. Yet its not so much what CoutureCandy sells, its how they engage the customer that truly sets them apart.

Couture Candy’s marketing manager, Blaine Elliott (a former Commission Junction employee), had this to say about Couture Candy’s affiliate program:

Blaine Elliott, former CJ employee and now Marketing Manager for CoutureCandy, said of the program launch, “We refuse to fall into the category of ‘just another online boutique.’ Working with Commission Junction we are able to bring world class services, technology and products to our affiliates. Our niche is primed for this type of move and potential for our affiliates is unlimited.”

Online advertisers now able to participate in CoutureCandy’s affiliate program by signing up as an affiliate on Commission Junction then applying to the CoutureCandy program. Banners exist for all standard IAB formats and a product catalog feed is available to qualified publishers. Additionally, monthly rewards are given to top performing affiliates.

Ok, so we’ve got the basics out of the way. Let’s take a closer look at the details:

* Commission: 10%

* Average Order Size: $220

* Incentives:

* Total Commissions greater than $1,000.00 USD receive one time bonus of $100.00 USD.
* Total Commissions greater than $3,000.00 USD receive one time bonus of $600.00 USD.
* Total Commissions greater than $5,000.00 USD receive one time bonus of $1,500.00 USD.

* Action Referral Period: 45 Days

* Action Referral Occurences: Unlimited

CoutureCandy offers some decent graphic creative, although nothing entirely remarkable. However, they do provide a variety of graphic links, advanced links, flash banners, coupon links, etc. Here’s an example of CoutureCandy’s creative:

What stands out the most about CoutureCandy is not the details of its affiliate program. However, it must be said that CoutureCandy does provide all the necessary tools an affiliate needs to make money with the program. In addition, the marketing manager’s history at Commission Junction should prove that CoutureCandy will take its program very seriously, and provide affiliates with the support they deserve. That said, let’s take a look at what CoutureCandy as a brand does for its customers.

CoutureCandy works hard to enrich the customer experience, providing value far beyond what a traditional online retailer presently offers. Take a look at the following sections of CoutureCandy which stand out, which offer more to their customers:

* “Shop The Runway” - this provides “CC” customers with a birds-eye-view of their product offering. This is an unique value, in that I can’t think of other retailers who have developed such a merchandising tool.

* “StyleCast” - CC produces a monthly “stylecast” podcast, which are centralized here along with their monthly newsletters.

* “Celebrity Style Blog” - An “eye on style” blog, featuring the best dressed celebs, and how you can find their gear at CoutureCandy.

* “PersonalStylists” - CoutureCandy has stylists and “personal shoppers” available via email, phone, and IM, to help their shoppers find the look they desire. Beyond this standard service, their “personal stylists” section includes “fit guides”, a FAQ, “designer of the week”, gift ideas and more.

The moral here is that CoutureCandy is not simply an online retailer pulling in customers and pushing them out the door. CoutureCandy is investing in maintaining a lasting relationship with their customers, and working hard to develop a consumer friendly brand which will grow more and more recognizable over time. While the above features don’t have an immediate value to affiliates, it shows that CoutureCandy is a forward-thinking merchant with a focus on developing a lasting brand presence in online fashion retail.

As a new company, CoutureCandy cannot provide a lot of existing brand strength to its affiliate partners. Affiliates will not only be charged with selling the product, but they must also help sell the brand to their customers. While this shouldn’t be an uphill battle, it may be difficult for PPC affiliates and the like to depend on CoutureCandy as a brand to convert for them. Affiliates who maintain web communities, relevant fashion blogs, and data feed sites can expect to perform well with CoutureCandy, yet must merchandize CC products and links well– for this young brand may not perform right out of the gates without a good nudge.

In all, CoutureCandy is one hell of a retailer, and a great affiliate program to boot. Check them out on CommissionJunction, and be sure to comment here when the sales start coming in.