Summary
For the past 15 years, 1001Pneus has been a pure player and the #2 online tire retailer. By optimizing its affiliate marketing strategy with Affilae, 1001Pneus increased investments by 24%, doubled its conversions, and grew its traffic by 2.3x in 2023.
Interview with Marion Parot, Digital Marketing Director at 1001Pneus
Hi Marion, thank you for taking the time to speak with us.
To begin, can you introduce 1001Pneus and tell us about your current business priorities?
For the past 15 years, 1001Pneus has been a pure player and the number two online tire retailer in France. We operate in six countries—France, Spain, Belgium, Germany, Italy, and Luxembourg. Until last December, the company was a subsidiary of Cdiscount, but it’s now part of the Massa Group, a key player in the tire industry.
The site offers over 50,000 tire models, for passenger cars, motorcycles, bicycles, quads, and even trucks, as well as accessories. With a network of 4,000 partner garages, 1001Pneus focuses on creating a smooth and simple shopping experience for customers.
What are your main responsibilities and priorities in your role as Marketing Director?
As Digital Marketing Director at 1001Pneus for just over two years, I lead a team of four. Our scope includes SEA, affiliate marketing, influencer campaigns, display, social media, community management, trade marketing, project management, web design (UX/UI), and SEO. Our main challenges revolve around attracting as many customers as possible, at the best possible cost, across all acquisition channels (SEO, SEA, affiliation), while offering a seamless shopping experience (UX), the best deals, and a wide product selection.
How has your affiliate strategy evolved since you joined 1001Pneus?
We felt the need to strengthen our relationship with Affilae and to centralize the management of our affiliates, including price comparison websites, influencer campaigns, emailing, and native ads. The goal was to work with a partner capable of providing unified tracking and comparable KPIs to simplify both campaign management and invoicing, while also helping us seek out new partners and affiliates to increase our reach. In 2024, we’re facing major challenges in this area.
What are the benefits of working with a platform like Affilae?
Working with Affilae brings significant advantages:
- a transparent and effective long-term working relationship,
- strong expertise in both affiliate and in influencer marketing,
- national visibility,
- and support in negotiating with partners.
Thanks to this collaboration, investments increased by 24% and conversions doubled in 2023. Traffic also grew by 2.3 times. We highly recommend Affilae for their responsiveness, availability, and ability to meet challenges.
By centralizing our efforts and relying on their expertise, we save time and improve our operational efficiency, which helps us reach our goals together.
What are the next steps?
We’re currently undergoing a shareholder transition, with major objectives around gaining market share and a clear ambition to compete with industry leaders. In this context, Affilae is a key partner in supporting our strategy and facing these new challenges.
We aim to significantly grow our business volume — a major focus for 2024 — and this opens up great development opportunities. We’re very pleased to have Affilae’s support in achieving these goals.
We’re also paying close attention to the Spanish market, as well as the five other European countries where we operate. Our objective is to develop these markets efficiently and optimize our international investments, a strategy we’ll be defining in the coming months.
Want to learn more?
Discover our full results in the 1001Pneus case study.
