We are naturally drawn to Business League players who have something to say or explain. To interesting people who back up their words with actions and place sales next to traffic. Amia Morar (PentruAnimale.ro) is one such player, and we’ve had her on our shortlist of professionals to bring into a discussion for a long time. We finally succeeded.

PentruAnimale.ro is a Merchant currently ranked 14th in the Companies ranking and a winner of several Challenges over time. So, we wanted to find out from Amia how it all started for their business. Affiliate marketing, the first sale, their journey in Business League, and their plans for the rest of Season 3.

And as a nice detail to include here: Amia was one of the mentors for the students at Edbridge Academy, who graduated with excellent results in the e-commerce module. Bravo!

Here we go.

Amia, how did you start in Business League?

I think we started last year, in the last quarter, when we migrated the platform. We’ve been in the affiliate program for about 13 years. And it was a new way to engage with the 2Performant platform. If before we logged in once a week or when there were messages to read, now we are on the platform daily. (Note: Good engagement.)

What did you like most about Business League?

Hmm, the idea of Gamification. I mean, we play at any age. And if we usually play in our personal lives (you see a lot of board games at home), certainly such a step in daily work brings something fresh. You don’t get bored, you’re always attentive, especially if you’re a competitive person. I like it.

What does a special campaign look like for you?

Well, for example, right now (Note: April 2024), there are three special campaigns running. One has a CSR component and a commercial one. Specifically, for the Hill Science Plan brand, we have a 20% discount, but 3% of sales from Hills Romania are redirected to animal shelters. So one conversion equals a good deed.

How did your recent growth happen?

Alexandra (Note: Account Manager at 2Performant for PentruAnimale.ro). Because we are in constant communication. When we have questions, when we want to do certain out-of-the-box things, we ask for her opinion, she gives us feedback, and coordinates us in the right direction. Currently, we are in the “baby Business League,” and we want to grow.

By the way, where do you see yourselves at the end of Season 3 of Business League?

In Corporations, for sure.

What is important in the relationship with Marketers?

Many things are important. But I think it’s a bidirectional thing. For example, if there is a need from the Marketers’ side, they need to communicate it. And to the extent that we can fulfill it, we do. If not, we don’t, but we explain. Because there is also the business component, namely the margin we have in the niche, and based on that, we can analyze and meet their needs. And also, we go to the Marketers, following the analyses we do, to see what we can improve. Or if something is not performing, to understand what the problem is, what we can change, or how we can help.

It’s not always necessary to wait for the Marketer to approach the Merchant. And vice versa. They know their business very well and could see where the potential is and how certain aspects could be optimized. Yes, there are many businesses, many niches, and you can ask for insights related to these so that you, as a Marketer, can optimize your costs.

What are your top product categories?

The top remains the same, mainly because there is no prospecting of possibilities. Having a large number of partners, the time you need to allocate for each is quite significant. But there are product categories that could perform much better at a much lower cost. There is a lot of potential. In the morning, you drink your coffee with Google Analytics, and there you see, in principle, the potential you can explore. Because the biggest battle is for top products in the segment, and everyone will invest in that direction.

What advice do you have for a new Merchant in Business League?

Firstly, to allocate at least an hour a day at the beginning to understand the numbers. And to try to correlate these numbers with what is happening in their business. And to see the unexplored possibilities. It’s not easy; it’s a process, but it can be done.

A final thought? 🙂

Just thanks to the competition for making us better and to the Marketers for joining our team. And of course, to 2Performant for creating the playground.