FEATURE
Are you paying for a service and then paying additional for listings? Our subscription costs £49 per month and gets you access to everything on the platform. Listings are free and you just pay the commission once a sale is confirmed. We make the whole process
Avelon works with a host of publishers and magazines
the back of their advertising efforts, then they earn a commission.
These efforts are predominately reviews, buyers guides
etc - and links are placed on these articles automatically, depending on price, stock and commission.
You make it easy to see what has driven a sale? Which makes it clear what making the sale cost? Yes, and Yes. We track exactly where sales come from and provide this information with an easy-to-use and very understandable web-based dashboard. We don’t run a last-click attribution model, instead building out a split attribution which is much fairer for the publisher. What this means is when we can see that a customer has visited your site via 3 or 4 different locations - articles on different websites - we then share the commission across those sites, rather than just rewarding the last location which resulted directly in the conversion. Critical to highlight here: We purposefully don’t work with discount code websites for this reason, as we want to drive as many close to full RRP sales as possible. We see this as a better, more reflective, more rewarding, model. It’s rare (but can happen in specific situations) that only one source drives a sale, or generates an immediate conversion. Cost is also something we are totally transparent about. Subscribers know exactly what they are paying for our services.
24 | November 2024
incredibly simple and unlike Google Shopping, there’s no cost per click payment required upfront. You only pay a commission if a sale is confirmed. As an example, for a smaller business, you will likely find they list 10 or 20 products, whereas the likes of Sigma Sports will have 10,000 + items listed. We have a smaller
business that, with this approach, is seeing 10 bike sales a month with zero in-store team time or effort.
How does a business decide what prices it sells at? Are single stores competing on price with big national retailers? The price and commission percentage you reward the publisher with is totally up to you. We automatically fill the price on listings from your stock feed and it updates every 60 seconds, so if you decide to have a sale on a specific product whereby the price is the best on the internet, the listing will update in a matter of minutes. It’s a great way to clear through stock without giving your
money to Google. It does give smaller stores the ability to compete with big national retailers without any upfront risk, but also affiliate marketing is hugely reliant on the relationship with the publisher, which we take care of. Some publishers don’t want to prioritise a national
retailer on their listings, as they offer deep discounts but low commission rates.
Is it possible to make this work on a regional level, focusing on local areas, or is it most effective with a nationwide reach enabled? It’s more effective with a nationwide reach, but smaller stores can definitely see a return if they work within the local area. We do have the ability to geographically target users on publisher sites, but we recommend diving into nationwide shipping - especially if you’re looking to clear through stock.●
www.bikebiz.com
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