MetroXpress

It is important to be online, but in the right way

Online offers many opportunities, but it is not always a good business. Therefore, when MetroXpress, a free print and online publication, sought advice on marketing their customer loyalty club through an affiliate marketing program, the answer was "no."

MetroXpress were considering investing in an affiliate marketing model to increase sales to their loyalty club. Reloop was asked to deliver an analysis and evaluate if affiliate marketing could be a profitable business case. Reloop found that the volume and revenue did not match the required resources, and the ultimate recommendation from Reloop was to postpone the project.

"I'm really pleased with Reloops objectivity. We decided to wait with our online project in light of their advice. If they had said we should just go ahead, it would have become an expensive lesson for us. Financially, but also in terms of buy-in for future projects - meaning it might have been hard to get backing from the rest of the organization", says Thomas Kryger, Online Director at MetroXpress Denmark.

In light of Reloop's advice, MetroXpress has launched another solution, proving it is indeed possible to customize online sales and marketing. Reloop is implementing the plan and is responsible for project management, tracking and optimization.