The month of July continued the trend of pivots, shifts and change. From an affiliate marketing perspective, this included delays to Amazon Prime Day and adjustments to back-to-school promotions.
In addition to seasonality changes, consumer confidence continues to impact future spending. Due to a resurgence in COVID-19 cases in the United States, consumers are more cautious about spending, which is also impacting the global economy.
Slight Increases in Revenue and AOV
Looking at our client data between June 2020 and July 2020, we saw slight increases in revenue (up 2% MoM) and in Average Order Value (up 1% MoM). As Acceleration Partners clients started to increase spend with loyalty partners again, consumers responded to the incentive to purchase and also spent more than the previous month.
While clicks were up 11% MoM, the conversion rate was down 37% MoM. This was primarily driven by the Education and Travel verticals as consumers are still uncertain about next steps with back-to-school, work and vacation travel.
According to the National Retail Federation, spending on computers and other electronics is expected to be up 54% YoY as consumers finalize plans in the United States for school. At the moment, many consumers are researching but not yet converting.
Client Performance Data: July 2020
Overall, July “wins” for Acceleration Partners’ (AP) clients globally included testing new coupon promotions and offers to increase overall AOV and new partnerships.
- Brands in Food and Beverage and Health and Wellness verticals continue to see significant growth (up 12% MoM and 39% MoM) as consumers continue to focus on online shopping for their groceries and other consumer packaged goods (CPG) products. Additional successful campaigns include creating more urgency by reducing the amount of time for a promotion with content partners.
- The Home/Household vertical was up 7% in revenue as consumers continue to spend more time at home focusing on and investing in home improvement projects.
- Partnerships with loyalty and mass media sites were up 36% and 14% respectively as AP clients increased paid placement spending for additional exposure; some mass media partners were also open to testing new placement opportunities resulting in triple digit MoM increases for some brands.
Month-Over-Month Analysis of Acceleration Partners’ Clients
Month-Over-Month Publisher Segment Analysis
Publishing Next Month: August 2020 Client Data
Next month, we’ll share our client affiliate program performance data from August 2020 (comparing to July 2020).
Questions about this data or the strategies other brands are finding successful? Contact our team!
Kelly Ground is the Associate Director of Strategic Accounts at Acceleration Partners