Online nursery website Kiddicare has consolidated its affiliate marketing business.

The company has closed previous affiliate operations and appointed Affiliate Window to run its performance marketing activity on an exclusive basis. The Kiddicare campaign, run by Draftcb, which recently merged with Blue Barracuda, sees the implementation of tactical growth plans, including an affiliate recruitment drive to focus on niche, true content publishers in the baby and nursery sector.

Kiddicare, bought by Morrisons for £70m in February, is a leading UK baby product and accessories retailer.

Its technology officer Simon Harrow said: “The strategy recommended and implemented by Draftfcb using Affiliate Window has supported our growth plans with solutions, including brand protection software, that makes our affiliate marketing easier and more efficient”

Anthony Clements, director of client services for Affiliate Window said: “We have developed a close working relationship with the brand and their digital marketing agency Draftfcb over the past two years, and this is a fantastic example of how the three entities can successfully work together to build a strong affiliate programme.

“Kiddicare is a progressive advertiser when it comes to their online marketing strategy, and their consolidation to Digital Window will give us the chance to drive their programme forward with innovative marketing initiatives, like video, and a strategy that is borne out of more detailed reporting and analysis.”

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