DGM Christmas Present

Posted on 24 Oct 2007 in Merchants | 3 comments

Today it was announced that DGM have managed a major scoop in the retail affiliate sector by signing Wilkinson exclusively to their network. Wilkinson Plus, as its known online, went live exclusively with DGM this morning and is fantastic news for a number of reasons;

• DGM enter the retail arena with a huge name under their belts.
• Wilkinson, or Wilkinson Plus as they are known online, are one of the cheapest retailers out there.
• Range of products includes toys, garden furniture, DIY, health & beauty and many more.
• Datafeed of 14,000 products to link in directly to your website (product increase in coming months to rival that of Woolworths).
• Wilkinsons affiliate programme will challenge the obvious contenders such as Woolworths and Argos for toys, but could easily take on others such as Boots (Health & Beauty), Halfords (Car care) and even B&Q (DIY & Garden).
• In the run up to Christmas, I couldn’t think of a better time to go live.

Lets compare whats on offer from other retailers and networks;

---

TOYS

	Argos	Woolworths	Wilkinson Plus
Network	Commission Junction	Affiliate Window	DGM
Cookie	14 days	30 days	30 days
Commission	2%	5%	4%
Datafeed	Yes	Yes	Yes

---

HEALTH & BEAUTY

	Boots	The Body Shop	Wilkinson Plus
Network	TradeDoubler	Affiliate Window	DGM
Cookie	Unable to find details	30 days	30 days
Commission	3.5%	8%	4%
Datafeed	Yes	Yes	Yes

---

GARDEN / DIY

	ScrewFix Direct	Wickes	Wilkinson Plus
Network	Affiliate Window	Affiliate Window	DGM
Cookie	30 days	30 days	30 days
Commission	4%	4%	4%
Datafeed	Yes	Yes	Yes

---

What do the above tables show? I am not suggesting one merchant is better than another, nor one network is better than the other, but personally I think it’s great news that another major retailer has taken the bold step to enter the affiliate industry. They will no doubt be serious challengers in a number of different markets as can be seen from the above comparison tables. Sure, in some cases Wilkinson’s commission maybe lower than others, however due to their very competitive prices, you should see an increase in the volume of sales.

The Wilkinson Plus website doesn’t only provide the latest toys at discount prices as shown in the above tables, White Good sales are also tracked. This means affiliates promoting white goods can pitch Wilkinson+ against popular electrical stores such as Currys, and lets not forget Wilko will be a sure contender in battle of the consoles this Christmas with their Nintendo Wii priced at only £169 (albeit out of stock ).

White Goods and Consoles are being paid at a flat rate of £5 instead of 4% because their margins are so low on these products, however the opportunity to increase the volume of sales should make up for this.

The main people at DGM to speak to, regarding the Wilkinson Plus programme, are Jenny ‘The’ Brain and Kev ‘Chenko’ Sutton. Both Jen & Kev will be present at the A4U Expo this week in London to answer any questions you may have.

Click here to join the Wilko Plus programme on DGM.