Q: What is your perspective on the recent interview over at New Media Age magazine with Nick Robertson, CEO of ASOS?
A: First, let’s start with the quote that’s gotten the UK affiliate blogs stirred up…
“Next year we’ll reintroduce affiliate marketing but as it should be, as opposed to affiliates as they were. [There’ll be] no silly commissions being paid to grubby little people in grubby studios growing income at our expense, getting in the way of genuine sales.”
Now unless there is some sort of language barrier there, and I don’t think there is, apparently Nick is a little confused or something.
I can’t really imagine what the motive is behind that statement, but if he really anticipates relaunching the affiliate program with that perspective, I think he’s in for a rude awakening.
I don’t think affiliates are going to be willing to promote ASOS, and in all likelihood there will be some sort of boycott against the brand and affiliate program by affiliate marketers.
I think this new way of affiliate marketing he has in mind is going to be nothing but a mirage.