Driving Apple Store Sales

www.apple.com

Client:

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is spearheading the digital music revolution with it iPod portable music players and iTunes online music store.

Objectives:

To contribute 20%+ of sales revenue for Apple Store.

Strategy:

• To heavily focus on generating new customers and online sales on the Apple Store’s site, remunerating publishers on a cost per sale basis.
• To increase sales, a plan was created to drive awareness, reach and conversion amongst publishers.
  
  

Description

• Targeted weekly email communication to specific sectors of publishers to drive awareness.
  Weekly telephone contact – top 20 publishers.
• Targeting five super publishers to increase exposure across many websites and search engines.
• Incentives/cash bonuses awarded to publishers exceeding targets, thereby increasing conversions.
• Incentives devised for sectors, giving tailored content, tools and commissions to drive sales for niche publishers, shopping portals, price comparison websites and keyword buyers.
• Monthly updated dynamic creative of latest products distributed to publishers.
• TradeDoubler’s technology platform and Adtool enabled to effectively distribute content to 93,000+ active publishers.
  
  

Results:

Sales through td Pull (Affiliate network) contributed 20%+ of online sales. As sales volumes increased, costs remained below Apple’s cost per acquisition target. Proving the concept, Apple increased TradeDoubler consultancy resource. Apple has since launched td Pull (Affiliate network) for iTunes.


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