In episode 243 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews James Brohamer, director of omnichannel marketing at Purple, a comfort technology company that specializes in the direct-to-consumer sales of mattresses, pillows and other bedding accessories. Listen in as Brohamer discusses the brand's history, its online and brick-and-mortar distribution channels, and why Purple decided to invest in affiliate marketing. He shares how affiliate marketing falls into the brand's omnichannel marketing mix, why Purple chose to partner with Rakuten Advertising for its affiliate marketing campaigns, and the many business benefits the retailer has realized from working with Rakuten. Lastly, Brohamer discusses the ways that Purple is looking to improve upon its affiliate program, including a dynamic, tiered commissioning model, and offers his advice to other retailers and brands that want to begin to test affiliate marketing.
James Brohamer serves as omnichannel marketing director at Purple, a comfort innovation company based in Lehi, Utah. Along with directing Purple’s traditional advertising platforms, James directs Purple’s affiliate and email channels. James supports Purple’s direct-to-consumer strategy, brick-and-mortar retail stores, brand campaigns, and various online and offline sales channels. James has over 15 years of experience in advertising and marketing. His background is in numerous channels, from linear TV to programmatic advertising and direct video marketing to display ads. Prior to joining Purple, James was marketing chief of staff at Overstock.com.