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Overview: The Affinity distribution model illustrates the ways in which rather complex go-to-market systems can be simplified utilizing technology solutions and the Web. Moreover, Web-enabled technology solutions can be highly effective for the sale of insurance products and services to association members and affinity groups. The solution is robust however and requires a great deal of marketing savvy and technological capability. Key components of the technology solution include the Matrix, User Interface, Content Management and Analytics.
Current affinity model Web sites fall short in providing product information and access to members, leading to missed sales opportunities and potential dissatisfaction. Current Web sites are also lacking the sophistication of architecture to serve members of varied association groups, with varied products and carriers, through a single Web site.
As with any affinity and member-driven organization, the goal is to provide valuable benefits and services to members that are increasingly looking for greater self-service capabilities. Affinity groups that have a focused Web strategy and have developed e-commerce processes oftentimes realize lower go-to-market costs and achieve faster growth – exceeding expectations as well as sales growth trends in comparison to non-Web supported distribution systems.
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