Shop Direct Group has introduced new technology to help track the way that consumers travel to its websites.
The home shopping company has introduced TagMan across all its ecommerce brands, including Choice, Littlewoods, Very, Isme and Woolworths.
The tool allows the company to track and manage tags placed through its online campaigns. That means it will be able to see both how customers travel to its websites and to credit correctly the sale to the affiliate website that delivered the customer.
Shop Direct Group ecommerce director Jonathan Wall said: “First, we will be able to use new technologies with much greater freedom and without the pain of tag management that usually hampers the implementation of other systems. Second, we will be able to de-duplicate properly – allowing us to reward CPA partners for their true contribution to sales.
“Last, the central insights team at Shop Direct can plan online campaigns against a single view of how off-site online marketing channels combine to drive sales. It’s a very powerful tool that the whole group is eager to begin using to its fullest extent.”
Paul Cook, chief executive and founder of TagMan, said: “Shop Direct is clearly an incredible company to be working with and joins an illustrious list of retailers using TagMan to free itself from the bonds of website tagging.
“Take any real hindrance to smarter digital marketing and, at the end of it, you ‘ ll find a tag. We’re proud to have found a solution to those problems that companies of the stature of Shop Direct are able and willing to use. In fact, it’s businesses like this that help us to continue to develop the
product so that it meets the genuine needs of digital marketers.”
Retailers now using TagMan include Laura Ashley, Boden, Republic, CT Shirts, TM Lewin, New Look, and Ted Baker.
Earlier this year TagMan won $2.3m in fundraising in the US to expand its operations across the US and Europe.