Industry: Energy/Telecom
Some resellers in the energy sector use advertisers' affiliate programs to register their sales.
What defines a 'Reseller' according to Daisycon? These are publishers who, for example:
- Door-to-door sellers, engage in telemarketing, or have built an automated (annual) switching service to sell energy contracts.
Reseller Working Method
After a customer has indicated they want to switch energy providers, they enter the data on the advertiser's website or via Daisycon's comparison tool, either together with the customer or independently afterwards. These publishers receive a commission if the transaction is approved.
Using the comparison tool is becoming increasingly popular among resellers. Daisycon's comparison tool shows the best price for consumers and contributes to market transparency. This model is slightly different from how affiliate marketing and the use of comparison tools were originally conceived. Not every advertiser allows resellers. Some advertisers, however, are happy to be included in the reseller offerings and appreciate the extra promotion.
Even if an advertiser allows sales through resellers, Daisycon wants to ensure that the working method is known, the quality is guaranteed, and that publishers operate according to Dutch regulations and legislation. For example, as a reseller, you must respect the Bel-me-niet register.
Ensuring Quality
Daisycon conducts quality checks to verify the uniqueness of transactions. It is important for Daisycon to know in advance if a publisher is active as a reseller and entering transactions themselves. Unless there are alternative agreements between the publisher and advertiser, this is generally not allowed.
The rule at Daisycon is as follows: If you want to promote advertisers as a reseller (directly or through the energy comparison tool), you must request permission in advance.
You can request permission by contacting support@daisycon.com or your contact person at Daisycon. Clearly state in your request how you intend to promote and how you will enter the transactions.
Trend from 2020 onwards
More and more automated switching services are being developed by publishers. By having consumers switch annually, these publishers guarantee their annual income. However, this is not a sustainable model for advertisers and unnecessarily drives up costs for the affiliate channel.
From 2020 onwards, it is no longer allowed to use Daisycon's comparison tool to facilitate an automated switching service. It is still allowed to register as an automatic switching service on our clients' affiliate programs and, after approval from an advertiser, sell their service. In that case, the advertisers themselves decide whether they want to collaborate with such switching services.
Why This Policy?
The answer is simple. For many advertisers, it is not desirable to receive such sales through the affiliate channel. The budgets are not set up for annual switchers. Advertisers carry out activities with Daisycon to acquire customers who ideally remain customers for a longer period. This defines the customer value.
For advertisers, it is not profitable to receive customers annually who then switch again after a year. The acquisition costs for advertisers are set up for long-term customers.