Awin & TalkTalk – Feel the Churn: Increasing Visibility and Retention in Telecoms

Awin’s data shows that one in three customers acquire their broadband through the affiliate channel, with PCWs holding a large share. Awin and TalkTalk decided to utilise this publisher type for their retention strategy and play it to its strengths; having a large customer base and attracting customers at a key time period during their switching journey.

This approach would allow PCWs to add value by aiding and assisting with retention of customers and to earn on sales outside of new customer acquisition. The strategy also aimed to enable the affiliate channel to grow and find new streams of sales and revenue, while working towards an overarching goal for TalkTalk.

This is the first time that an advertiser has activated an initiative such as this for existing customers. After the initial testing phase of retention deals, expectations were exceeded. There was a 322% increase in the number of TalkTalk affiliate retention sales and £500k+ additional spend into the affiliate channel.