Are coupon affiliates feeling the effects of the credit crunch as consumers close their pocketbooks prior to Christmas and ‘hoard’ their cash for perceived essentials?
These and other questions are inundating industry newsletters, blogs and discussion forums.
Uncertainty around the elections also does not help to allay fears and most retailers are expecting a slower start to the Christmas season.
This does not necessarily mean that online retail is in for a poor year, in fact I contend that this year consumers will be more price conscious than ever and may turn to the web to fond the best gifts at the best prices.
My prediction and recommendations to our clients:
Communicate with your affiliates! They’re in the same boat - if your products don’t sell we’re all going to have a meager Christmas!
I may be contrary in my opinions, but I believe that online marketing is going to be the stellar performer in the short to medium term, as more companies and consumers turn to the web to find better deals, more competitive offers, more relevant service providers and yes, better prices.
The recovery may not happen overnight, or even next week - but it will happen. It’s human nature after all to want to celebrate, even in, or should I say, especially in bad times.
Our challenge is to ensure that we position the relevant offers to the right consumers and ensure that they’re comfortable in spending that which they have budgeted with us, rather than a competitor.
So, fellow affiliates and merchants, are you ready for the challenge?
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