How We Helped a Luxury Men’s Brand Discover the Real Power of Incremental Affiliate Revenue
Imagine this: you’ve invested heavily in your affiliate channel, but each time you look at reporting, all you see are coupon sites scooping up customers you likely would’ve converted anyway. That’s the position many of our clients find themselves in when they first approach us. Their current agency or in-house affiliate manager loads up their program with bottom-of-funnel coupon and deal websites, resulting in questionable partnerships with low-value partners. Frustration runs high, skepticism even higher. The core question is, “Are affiliates really adding value, or are they cutting into our margin and arbitraging existing sales?”
We hear this a lot. Some brands have been conditioned to believe that affiliate equals discount-driven last-minute conversions. But incremental revenue, the revenue you genuinely wouldn’t have captured otherwise, is what moves the needle. We knew it was time to share the full potential of strategic affiliate partnerships.
For one luxury men’s brand, we completely shifted the gears of the affiliate channel for their DTC business. Instead of relying solely on bottom-of-funnel affiliates, we explored high-quality, incremental partner categories, specifically Card-Linked Offers (CLO), onsite technology partners, and closed portal affiliates. We tapped into CLO partnerships with major financial institutions. By using shopper data, we strategically targeted offers to two distinct groups: new-to-file customers and loyal repeat shoppers. Through thoughtful A/B testing, we optimized offers designed to attract fresh, high-quality customers, effectively proving real incremental lift for the affiliate program.
Then we dove into onsite technologies. We noticed site abandonment was higher than usual, with no solution to target and convert these potential customers. By partnering with a leading conversion rate optimization partner, we implemented a strategy to target new-to-file customers with a multi-touch strategy. The result? A 23% increase in onsite conversions. We tapped another onsite technology partner, utilizing AI-powered cross-selling recommendations, and boosted average order value by nearly 30%. Customers didn’t just buy—they bought more.
Finally, we embraced closed portal affiliates. These gated communities—think student, military, and identity-specific platforms—introduced the brand to entirely new audiences. One closed portal partner connected them directly to college students, a group actively forming long-term brand loyalties. By crafting and split-testing targeted offers specifically for this audience, in combination with the Buy Now, Pay Later (BNPL) partner we previously implemented, we were able to identify a valuable new customer segment.
Through these strategic levers, our client saw their affiliate revenue transform dramatically. From a murky channel dominated by coupon discounts to a clear, high-value source of incremental growth. They finally understood that the affiliate channel could deliver sustainable growth, customer acquisition, and brand-building.
If you’re still struggling to see the incremental impact of your affiliate program, you’re not alone. We’d love to hear about your experiences and help map out your path from coupon fatigue to real incremental value.