ASOS time for action

[drivetowin]

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The more the ASOS situation goes on the more concerning it gets - particularly that it could become a role model for other misguided merchants to follow.

So its time for some action - if you feel the way I do about how ASOS has treated their affiliates, please add your name to this thread. Affiliates and Merchants are both welcome to add their names - this is an important issue for the industry as a whole

We, the undersigned, call upon Tradedoubler, Paid on Results and Affiliate Future (ASOS USA) to suspend the ASOS affiliate programme with immediate effect

[OLBG]

I dont think suspension froma network will happen however many people post here, and I dont think it should either. ASOS are free to run their program however they like and if it is still worthwhile for them then so be it.

I think youd be better getting a petition of affiliates who have pulled all links to ASOS in protest over their actions.

[Supercod]

Keith, I understand where you’re going but this is never going to work. They not done anything illegal and this is not an issue like spyware. The facts are the Merchant has dropped the cookie from 60 days to 7 days, booted out loads of Affiliates. Now every Affiliate is fully within there rights not to promote the Merchant and if that happened you would have the same results only with a much stronger message being sent as it would be a case study used for many years to come. However I don't think it will happen fully, as I never seen a fully united approach to anything from Affiliates, even spyware, we still have individual Affiliates using spyware on their own links long after the spyware companies themselves have been kicked from Networks.

If we had an Affiliate Association (that involved Affiliates, Merchants and Networks) things might be alot different, as then you could have had a time out for all parties to get a view in. But at the end of the day, everyone has a choice Merchant and Affiliate, if Merchant wants to work a certain way they can and if Affiliate doesn’t want to work with them they can. Who is right will ultimately come down to money.

[drivetowin]

Clarke

I accept what you're saying and admit that maybe my original post was a little bit 'shot from the hip'.

It is just very frustrating that while we are still in the formation stage of an affiliate association there is seemingly very little we can do to persuade ASOS of the errors of their ways. As you say most affiliates will pull their links anyway but there will always be those who continue for their own reasons to promote them.

This was in no way meant as a dig at the networks who promote ASOS - I know you in particular will be as disappointed as any other affiliate at the way this has been handled.

[jess1]

Im with Keith on this one.... the damage this has done for other merchants & networks, the years of trust and man/woman hours we have put in and try to build up the relationships, trying to bridge the "them & us" gap so we can all work as a team and get on with the job of making money for everyone involved! I thought we were making some progress, but we are right back to square one!

[eliteshops]

I'm on the fence a little here (unusual I know)

I can see where keith is coming from and indeed will not promote ASOS on Elite. However, lobbying the networks may not result in ASOS being removed but could have some changes in the Network T&C's about throwing out suitable sites and a compensation issue if the site is binned after winning award like ASOS Affiliate of the year.

I think the Affiliate Association is the way ahead here. It would be a stronger lobby to the merchants and networks. As mentioned we cannot tell people how to run their business or what cookie level to apply but we could advise them as a body not individuals and publish some sort of trust / award scheme. ie trusted Gold Member - Like Chelsea though this should only be awarded to Affiliate Schemes who have a great affilaite scheme, good customer service, user friendly feeds, up to date banners etc.

Silver, bronze and trusted would be the other awards. Would love to see an affiliate manager who gets a bronze improve his/her site up to gold

Anywaty I really must get some work done!!

[a4uforummember]

The whole concept of an affiliate association is a joke. It would have no power at all. Its all very well to imagine this utopia where all affiliates obey the rules laid down by its association and every one has a little badge and networks obey what everyone with a badge has to say. But that is not going to happen here, and it will never happen.

In this case for example, asos has chosen a select few people to continue... so those select few are expected to take a drop in revenue because the association tells them to move to another merchant or do we really expect a network to throw a publisher off because they are not an association member. Get real.

Those days of collective bargaining are well gone and i'm certainly not paying my union dues to any one on this forum. In fact, this forum is the closest we will ever get to an association, and I am sure there are lots of people here who will say one thing and do the complete opposite.

its all very well putting oneself forward as the champions of the cause but if, like in the spyware debate, if a network says get stuffed, then we have in many respects just hobsons choice, we can get stuffed. With great bravado we can all say... but im moving my links to somewhere else, but if it affects our income... we will soon move them back again.

I think the major reason this has such an impact is because we are worried. If ASOS comes out of this a success, then many of us may as well go back to a full time job, because many other merchants will smell the blood and do the same.

[drivetowin]

You are welcome to think of the affiliate association as a joke - everyone is entitled to their opinion.

So far it has the support of all of the major UK networks, a fair few high street name merchants, probably the top revenue earning merchant in the UK at the moment, some of the top affiliates and following discussions this morning, one of the major e-commerce trade organisations in the UK (more details to be revealed later when everything is finalised) and a couple of the big IT/e-commerce consultancy companies - if they (and I) are completely wrong about the need for an association than at the end of the day I will bow to your better judgement.

[amanda1]

I agree Jess,

It is really disappointing to see the relationship between affiliates and merchants disappear. But I guess the best thing if you are disappointed with their program terms is to stop promoting ASOS and concentrate your efforts and time on finding quality merchants with good AMs that want to work together instead of against affiliates.

I am also disappointed that after all of this Gavin has barely even stuck his head up.....I know it's tough when you are the one everyone is against but it's not going to get better until then.

I think one of the reasons Jess was so successful was because she was always on the forums building these relationships.....you have to take the time to do that!

Also I think before ASOS went around dropping a load of affiliates they could of improved their program by letting everyone know what they wanted done differently and giving them a chance to change or improve......i think they probably realize now what a mistake they made. And as someone mentioned before Gavin is probably just a messenger.....

But this whole ordeal is unbelievable to me....

Amanda

[woutermols]

I think the major reason this has such an impact is because we are worried. If ASOS comes out of this a success, then many of us may as well go back to a full time job, because many other merchants will smell the blood and do the same.

Ok... so what should we do? If I read your posting we might as well sit back and just let this happen.

If there is an affiliate association that does look after the interests of its members at least we have tried to do something about it. Something we can't say if we follow your 'advice'.

[a4uforummember]

the way that people seem to have aligned the asos issue with the need for an affiliate association leads me to believe that you seriously think an affiliate association would stop asos in their tracks.

wake up.

[jess1]

a4uforummember: I think a lot of people would agree with you, I know I had problems in replying. The driving force behind this is not just about ASOS, (although ASOS is now a good example of a program that has lost its appeal anyway) But its about future programs and guidelines. Ensuring that all parties concerned know exactely where they stand. Would you argue against this? Ill await your response before I continue.

[drivetowin]

If you want to lay down, stick your legs in the air and let merchants tickle your tummy till you realise that warm feeling you're getting isn't coming from you then that is your choice

The need for an association existed long before ASOS which is why a few of us have been burning the midnight oil behind the scenes for the last few months.

I've responded in the ASOS thread about what an association could have done in this situation and I dont intend to repeat all of that here.

Yes any company is free to commit commercial suicide and there is nothing I, Jess, an affiliate association or Bob Geldof and a million people marching are going to do about it - but just because we cant cure all ills doesnt mean we shouldnt educate, advocate and negotiate to achieve what we can.

[getvisible]

trying to get them kicked them off the networks also would not be agreeable to those that still want to work with them and work to build a better programme.

[aly]

To be honest I think you will see this "self level".
The reason everyone is gobsmaked about this is that ASOS was until recently THE top example of a good UK affiliate program.
Now it's just a low incentive filler program.
For every merchant that knocks down their incentives there are half a dozen others rubbing their hands together looking for better placings because their own incentives are now better than the previous merchant.
So all that happens is the ex leader goes to the bottom of the page (or gets removed) to be replaced by their competiton in the new top position. We all know how that affects sales!
Gavin metioned something about the real "business" world well this is it - affiliates are not charities and we don't supply free lunches - you get what you pay for.

Aly