River Island has embarked on a new online advertising programme as it works to increase its brand awareness in international markets.
The fashion retailer has launched an affiliate marketing programme spanning the UK, US and Australia and wants to tap into the boom in popularity abroad of UK labels.
River Island marketing director Josie Roscop said: “The online channel is increasingly valuable to international consumers who want to buy from brands outside their home country. We want to not only enable those shoppers to buy but also to make sure that the shopping experience they have is entertaining, personalised and exciting.”
The fashion retailer is working with Rakuten Linkshare on a cost per acquisition (CPA) programme. A CPA programme means the advertiser pays according to the number of purchases prompted by the campaign.
The CPA programme will support River Island’s kids range for boys and girls aged 3-12, as well as its current fashion lines, Rihanna and Chelsea Girl. Its growing menswear offering will also be promoted.