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Delticom success story: Tyre wholesaler relies globally on success-based affiliate marketing of zanox

“With its large partner network and locally-based support, zanox is THE partner for successful expansion in performance-based affiliate marketing.”


With more than 100 tyre brands and around 25,000 tyre types, the international trading firm Delticom is the market leader in the European tyre market according to Internet sales. The company currently has over 60 online shops in more than 25 countries, worldwide.

Delticom has been working with zanox since September 2005. In their first year of cooperation, Delticom generated more than 8,000 transactions worldwide with zanox PRM. Average conversion rates higher than 3% show that the attractive tyre offerings from Delticom appeal not just to commercial sales partners and publishers, but also to their end customers.

Cooperation was launched with the German-language partner programmes for car tyres in Germany, Austria and Switzerland. The important markets for Delticom in Great Britain, France and Sweden then followed in stages, as did the additional markets of Italy, Spain, the Netherlands and Denmark. All partner programmes are based on zanox PRM – the partner relationship management solution for effective affiliate marketing from zanox.

The requirements from the management at Delticom were clearly defined at the start: they wanted to develop an internationally usable and sales-focused partner programme. zanox PRM proved to be the ideal choice. This zanox solution is especially impressive as an ideal partner platform with versatile adaptability and dedicated sales orientation. Its great user-friendliness is also particularly notable – it is possible to prepare performance indicators for decision-makers easily and display them in a structured way. The attractive Delticom “ReifenDirekt.de” programme even managed to achieve peak AdRank figures (the zanox benchmark for commercial potential) on a continuing basis during the tyre season, and led the zanox “Car & Motorcycle“ category in both spring and autumn of the first year.

Other important features of zanox PRM include flexibility in incorporating advertising media and a detailed online tracking tool. These features make it possible to carry out and control both marketing activities and campaigns effectively. As a special feature of the Delticom programme, the commercial sales partners and publishers can access the entire Delticom offering using a “tyre search box”. This advertising medium with search function has proved to be particularly user-friendly among visitors to the partners’ pages, and has become the preferred means of advertising among Delticom publishers. The tyre search box is offered as a white label in all programmes to allow publishers to adapt programmes fully to the look and feel of their sites. This feature ensures a seamless link between the online content of the publishers and the Delticom offering. Delticom also supplies up-to-date newsletters and editorial content for its publishers as a further incentive.

Successful cooperation with zanox has led Delticom to extend the cooperation to 13 programmes within just 10 months (currently 20 programmes). “With its large partner network and locally-based support, zanox is THE partner for successful expansion in performance-based affiliate marketing.” says Veit Mürz, Marketing Manager at Delticom.
Delticom was rapidly able to double its number of sales partners and publishers, many of which are leading publishers. zanox staff in the various country offices have also pro-actively acquired publishers for the Delticom partner programmes directly. In addition, strong branding effects were achieved with zanox PRM, helping to ensure lasting awareness of all Delticom shops.

Further expansion of the cooperation into additional European markets and the USA is now imminent, based on a “worldwide contract“ between the two firms.


The essential facts

Current country markets (13):
- Germany
- Switzerland
- Austria
- Great Britain
- France
- Italy
- Spain
- Netherlands
- Denmark
- Sweden
- Norway
- Finland
- Slovenia   

Current programmes (20):
- autoteile-meile.de
- autoteile-meile.ch
- autoteile-meile.at
- reifendirekt.de
- reifendirekt.ch
- reifendirekt.at
- mytyres.co.uk
- 123pneus.com
- gommadiretto.it
- dackonline.se
- daekonline.dk
- neumaticos-online.com
- autobandenmarkt.nl
- dekkonline.com
- rengas-online.com
- moto-pneumatici.it
- gume-direkt.com
- motorradreifendirekt.de
- motorradreifendirekt.ch
- motorradreifendirekt.at   

zanox PRM:
- Establishment of affiliate marketing as a sales channel
- Effective international marketing concept
- Above-average sales and high conversion rates
- Effective new customer acquisition
- Market-leading technology
- Large partner network
- Strong branding

Delticom:
Delticom AG has been in business as a tyres wholesaler since 1999, and since 2000 has also been operating as an online tyre dealer. In the e-commerce field, the Delticom group uses its 60 online shops in more than 25 European countries as well as shops in both the USA and Canada to provide private and business customers with a product programme which, depending on the prevailing respective market conditions, consists of all or part of the following product mix: car tyres, motor cycle tyres, lorry tyres, bus tyres, appropriate wheel rims, complete wheel sets (rims with tyres), selected car spare parts and accessories, motor oils and batteries.

In accordance with customer wishes, delivery is either made directly to the customer, to one of the service partners, these being garages with a cooperation agreement with Delticom some of which accept direct delivery of tyres to be fitted to the customer’s vehicle, or to any other delivery address on request. In the wholesale business area, the Delticom group also sells tyres to wholesalers and major retailers both domestically and abroad.


zanox:
zanox is the market leader for performance-based multichannel commerce. zanox XS provides a global solution for efficiently marketing products and services on the Internet. Besides affiliate marketing and search engine management, zanox’s online marketing services include e-mail marketing, online shopping and customer loyalty programmes. More than 1,800 prestigious international companies such as Allianz, Amazon, Axa, Citibank, DaimlerChrysler, Expedia, Jamster, Lycos, Procter & Gamble, Sixt, Staples, Vodafone and many more rely on zanox's strategic distribution channel. zanox currently works with more than one million sales partners in 30 countries. zanox partners secure permanent, first-class revenues by advertising on websites, search engines, as well as in e-mails and software. zanox was founded in 2000 by CEO's Thomas Hessler, Heiko Rauch and Jens Hewald and currently employs more than 260 people. The company operates in an extremely dynamic future facing market, realising well above-average growth.