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Scholl targets younger internet audience

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Shoe and footcare retailer Scholl is to launch its first affiliate marketing campaign as it looks to reach a new and younger online audience.

The brand’s core customers are currently women and men aged 30 or more – but Scholl is looking to interest younger people, such as those it’s already targeting with its Party Feet gel cushions for young women wearing high heels, and a range of Kurt Geiger designed shoes.

Affiliate marketing agency R.O.EYE will run its first campaign in the UK, with a view to rolling out activity to European territories later this year. R.O.EYE will be managing affiliate activity for, aiming to drive traffic to the brand’s UK-focused retail site.

“We’re tapping into a new sales channel – increasing brand awareness and putting our products in front of a new demographic,” said Waseem Haq, head of digital solutions at SSL International, Scholl’s parent company. “Affiliate programmes will hopefully become a long-term addition to Scholl’s marketing activity.”

Scholl was founded in 1904, and today sells in 30 countries. Its website was re-launched in April 2008 to optimise its online brand presence and open up a direct to consumer sales channel.

“Opening a brand up to a new marketing channel for the first time is always an interesting step,” said Mark Kuhillow, Director of R.O.EYE. “Scholl has recently launched its spring and summer range of products so we’ll be promoting these with our affiliate programme. We’ll be working to provide Scholl with increased online brand awareness and sales.”

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