The Learning Curve

New tricks for an old dog.

Affiliate marketing on steroids

Fraser Mcculloch wrote an intriguing entry in April, How Black and Decker overcome online sales channel conflict.

Black & Decker may not be the best example of how manufacturers deal with the problem of exclusive retail distribution channels in an online world, for the simple fact that Black & Decker’s retail distribution channels are not particularly exclusive.

Still, it’s interesting that the official Black & Decker online store does not sell any products directly. Rather, Black & Decker uses Channel Intelligence to link to a selection of other online sellers.

For example, if you are interested in buying Black and Decker handsawa Black & Decker cordless powered hand saw, model CHS6000, the Black & Decker website “buy now” button takes you to a Channel Intelligence, Inc. generated page that provides links to the appropriate product page for the online sellers, Lowe’s, Amazon.com, Tyler Tool Co., Sears, and Do It Best.

It’s my best guess that Black & Decker pays Channel Intelligence, Inc. to do this, and B & D is happy not to have to deal with pesky consumers directly.

What I find to be really interesting is that at least two of those online retailers, namely Amazon.com and Do It Best that I know of, have affiliate marketing programs that would also pay Channel Intelligence, Inc. for the referrals.

It seems like a pretty good gig if you can get it, from an affiliate marketing point of view. It’s as if a book publisher would pay me to link to its books on Amazon.com, and then Amazon would also pay me for the referrals.

So, if anyone at Black & Decker is reading this, I know of at least one webmaster who might be willing to provide this service to you for half the price you are paying Channel Intelligence, Inc., if you ask real nice.

As a token of good faith, here’s a freebie:

If anyone wants to get a great deal on a Black & Decker cordless powered hand saw, model CHS6000, buy it here.

I’ve never used one of these saws. All I know about it is that it’s black and orange, it looks like a ray gun, and it probably makes a really cool noise when you pull the trigger. What more do you need to know?

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Written by Tom Fox

05/12/2007 at 9:34 am

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