How a Large Mattress Retailer Optimised Incrementality in their Affiliate Programme
Learn how Acceleration Partners (AP) helped a leading mattress retailer define incrementality for their affiliate programme and effectively measure affiliate partner performance against that definition. AP worked with their client to optimise partnerships with affiliates who were driving signifcant incremental value and renegotiate cost structures with partners who were driving less, making the client's affliate programme more cost-efective and better aligned with their specifc incremental KPIs.
Within three months, the AP team optimised affiliates driving incremental value and renegotiated cost structures with others, making the programme more cost-effective and better aligned with incremental KPIs.
$1.07 six-month ROAS increase
40%YoY revenue increase
103%of revenue goal achieved
Acceleration Partners’ client, a large mattress retailer, sought to ensure affiliate partner incrementality, but did not have a clear definition of what this concept meant for their programme and lacked an efficient and accurate means of measurement. The brand was also hesitant to work with voucher, deal, and loyalty affiliate partners, citing their internal perception that such partners would cost the brand money and would not drive incremental orders by attracting potentially already converted customers.
Our team’s priority was collaborating with the client to explicitly define incrementality that reflected the performance value
they sought to realize in their affiliate programme. The team also helped the mattress retailer determine key performance indicators (KPIs) against which to measure partners’ performance and evaluate incrementality.
Next, the team developed an incrementality data dashboard, purpose built to sync with the Insight reporting tool feature within Impact’s Partnership Cloud™ (affiliate technology platform on which the client’s program is hosted). This dashboard allowed the AP team to accurately measure affiliate partner performance and apply a client-defined weighted scoring system to all partners.