The Rise of Atolls: A Global Powerhouse in Partner Marketing

Atolls' Origins: DropGifts and the Samwer Brothers

Co-founded in 2012 by Gerhard Trautmann and his team, Atolls initially dabbled in social gifting and e-commerce concepts like DropGifts.

Matthias Stadelmeyer: "Welcome, Gerhard! From DropGifts to Atolls, tell us about your journey in this space."

Gerhard Trautmann: "We launched DropGifts back in 2012, navigating the e-commerce ecosystem in Berlin. Our encounter with the Samwer brothers proved pivotal."

Gerhard shares how they gained invaluable startup insights and faced challenges while scaling innovative concepts like DropGifts, a Facebook-based social gifting platform.

Founding CupoNation and Expanding into Emerging Markets

Trautmann explains the genesis of CupoNation, Atolls' flagship platform aimed at underpenetrated markets like BRIC countries.

Gerhard: "We recognized the untapped potential of coupons, cashback, and deals. CupoNation focused on markets where e-commerce was less developed."

They employed a decentralized operational model, with centralized strategy teams in Germany and localized teams in target markets.

Innovative Approaches and Differentiation

Trautmann emphasizes professionalism and scalability as key differentiators for Atolls.

Gerhard: "Unlike fragmented competitors, CupoNation leveraged funding, process optimization, and quality assurance."

They took a partnership approach in mature markets, collaborating with news publishers to create white-label coupon platforms.

Gerhard: "Media publishers, with their vast audiences and digital revenue needs, became natural partners for us."

Diversification into Cashback and Deals

Atolls expanded its portfolio to include cashback and deals through strategic acquisitions.

Matthias: "What prompted you to diversify into cashback and deals?"

Gerhard: "We recognized the interconnectedness of consumer saving mechanisms. Our vision was to bring different businesses under one roof."

How to Utilize Partner Marketing and Overcome Challenges

Trautmann acknowledges his initial unfamiliarity with Partner Marketing but highlights its scalability and cost-effectiveness.

Gerhard: "Partner Marketing enables rapid client acquisition and revenue generation, particularly for startups."

He advocates a fair compensation model for publishers, emphasizing customer retention and lifetime value.

Gerhard: "Voucher and cashback models may drive repeat transactions and customer loyalty, bringing more value than conversion alone."

Data-Driven Marketing and Community Engagement

Trautmann discusses the significance of data and community engagement in Atolls' operations.

Gerhard: "Our platforms leverage data insights to personalize offers and maintain trust within our communities."

He emphasizes the professionalization of the Partner Marketing industry but calls for greater recognition and positioning.

Gerhard: "Publishers have expanded their audiences and embraced digital media, yet the channel often faces challenges in terms of perception."

Emerging Partner Marketing Trends and Industry Challenges

Trautmann identifies key trends shaping the future of Partner Marketing:

• Improved tracking and attribution
• Increased consolidation and M&A activity
• Growth of social commerce
• AI's role in transforming shopping behavior
• Google's impact and the need for a fair playing field

Rebranding to Atolls and Vision for the Future

In 2024, Global Savings Group rebranded to Atolls, reflecting its evolution and unified vision.

Gerhard: "Atolls builds user propositions along the customer journey, guiding consumers from 'anywhere to purchase.'"

The rebrand aimed to foster team cohesion and align everyone towards the company's mission.

From strategic diversification to embracing emerging trends, Gerhard's insights offer valuable takeaways for marketers and entrepreneurs.

Listen to the full episode on Spotify, Apple Podcast, www.tradedoubler.com/podcast, and other platforms.

About The Partner Marketing Podcast

The podcast brings together industry experts to explore the world of Partner Marketing. Host Matthias Stadelmeyer interviews guests and shares personal stories.

For more information, visit www.tradedoubler.com/podcast.