Most retailers have to contend with fake clicks from affiliate sites and search engines for driving traffic that may not necessarily result in sales. PPC is making pricing more expensive for consumers. Instead a panel at the recent LinkShare Symposium in NYC said the model should be Pay For Performance. Macys.com president Kent Anderson had perhaps the most sober point of view as chief of the online division of the Macy’s department store chain.
“Pay per performance … [has] an equivalent in the real world — commission sales people, who are your best people in the store,” he said.